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JULY 16, 2026 |
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In this edition: |
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TOP STORY |
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Parents plan to spend an average of $489 per child on back-to-school shopping this season, up 11.7% YoY and well above the current 3.5% inflation rate, per a JLL survey of 1,022 parents. |
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However, the gap between consumers’ stated budgets and their actual spending can be wide, which is why we expect back-to-school retail sales to rise a far more modest 3.3% this year to $85.42 billion. Some of that increase will likely be driven by inflation, which is casting a long shadow on consumer spending patterns, as 64% of parents say it will affect how they shop this season. |
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IN THE NEWS |
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AI reshapes TikTok Shop’s affiliate playbook. AI-generated content is changing the rules of TikTok Shop marketing, forcing brands to rethink how to balance authenticity with reach. |
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Gap courts denim shoppers with Hailey Bieber. The capsule and campaign follow a playbook Gap has used in recent years with stars including Troye Sivan, Gwyneth Paltrow with daughter Apple Martin, and Katseye. |
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Richemont benefits as luxury spending shifts to watches and jewelry. The company cited strength across brands, regions, and sales channels—underscoring broad-based demand for luxury pieces that are more likely to hold their value in a volatile environment. |
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EMARKETER EVENTS |
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Featured Event, July 20, NYC |
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Reframing Brand Safety in News Environments |
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Is your brand safety strategy leaving performance on the table? Join us at our NYC offices for a special evening of conversations with Al Jazeera, Dow Jones, and The Associated Press on advertisers’ sentiment toward the news, risk management in practice, and how AI is reshaping the landscape. |
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Featured Event, September 15, NYC |
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The Future of Digital |
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A first look at The Future of Digital forecast. Insights from Gotham FC, LG Electronics, Colgate-Palmolive, SharkNinja, Digitas North America, VML, and more. It’s our biggest summit of the year and you won’t want to miss it. Check out the line-up and we’ll see you at City Winery NYC on Sept. 15. |
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ANALYSIS |
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As sports brands seek to deepen the connections with their fans, All Elite Wrestling (AEW) is creating its own streaming hub to create a closer connection with its fans and grow engagement. |
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In March, AEW launched a new free ad-supported streaming TV (FAST) channel, called WatchAEW, available through its own fan platform, MyAEW.com. |
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QUIZ |
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What percentage of parents have opened or plan to open a new credit card/increase their credit limit to help cover back-to-school expenses? |
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A) 18% B) 28% C) 38% D) 48% |
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