• by Sarah Mahoney  @mahoney_sarah, August 8, 2017

Hoping the looming quarter will brighten its prospects, Macy’s is teaming up with the March of Dimes for its next Shop For A Cause event. And as the back-to-school season kicks into high gear, some industry observers are optimistic that Macy’s and other department stores may be able to shake off at least a little of their malaise.

The March of Dimes partnership, scheduled to run from Aug. 10 to Aug. 13, includes First Hug, a film that dramatizes how tough it is to have an infant in neonatal intensive care. This marks the seventh time Macy’s has named March of Dimes as its national Shop For A Cause beneficiary: People can donate $5 online or at any register, and in return, get a savings pass valid for up to 25% off select items. The Cincinnati-based retailer is encouraging participants to write a letter of support to families of hospitalized infants, and there’s also a sweepstakes component, with $500 gift cards as prizes. In various partnerships, Macy’s has raised some $25 million for the March of Dimes in the last two decades.

While disappointing sales results have dogged Macy’s and other department stores as they struggle to find ways to compete with competitors ranging from Amazon to fast-fashion chains, 

a new report from Deutsche Bank predicts some brightening skies.

It’s now estimating that Macy’s second-quarter sales will slip just 2.8%, not 3.6%.

 “We believe tourism and center core trends improved sequentially,” writes research analyst Paul Trussell. And while it says it is still cautious on Macy’s long-term, it’s also more optimistic about JC Penney, saying it believes same-store sales there are heading back into positive territory, “driven by strength in Sephora and appliances.”

It’s also slightly upped expectations for Kohl’s, and expects Nordstrom to beat analysts’ forecasts.

Still, there’s no denying that the Amazon onslaught is intensifying, with sales of school supplies on the retailer’s site up 35% so far this year, compared to last, according to new data from One Click Retail, an e-commerce measurement firm. Sales of tablets are up 98%, while kids clothing sales have gained 61%, when compared with the same two-week period a year ago. Those figures suggest a total growth potential of up to 80% for the entire back-to-school season.