• by Sarah Mahoney , August 2, 2018

All kids need confidence to head back to school, and Macy’s is selling that seasonal swagger in its new back-to-school ad campaign. Themed “Time to Shine,” spots feature kids showcasing amazing talents, from martial artists in tutus to synchronized science-project volcano explosions, all while wearing the latest looks.

The campaign, from agency Major Behavior, includes 29 targeted and shoppable pieces of content, and features “All Eyes On Us (Ou La La La),” by NVDES. They range from 6 to 30 seconds, created for broadcast, online, Facebook, Instagram and Instagram and SnapChat Stories.

The Cincinnati-based chain is also stepping up its themed events, with some 50 in-store shopping parties to start the back-to-school season, including snacks, music and style challenges, where kids compete to put together the best look.

Macy’s announcement comes as consumers head into one of the season’s biggest weekends, with 10 states holding the tax-free shopping holidays designed to give parents a break as they get kids ready for school. (Three states had their holidays in July, and three more will hold them later this month.) Target is using the strategic window to unveil two new store brands: Wild Fable, aimed at teen girls, and Original Use, for teen boys. And Kohl’s is running a Kohl’s Cash sweepstakes on its social-media channels.

But retailers aren’t missing the chance to reach out to teachers, too. Lane Bryant, the plus-size apparel chain, is hyping its Annual Chalk It Up to Style sale, offering teachers and support staff an additional 15% off all purchases, with a valid ID or pay stub through August 31. Those who shop August 16 get 25% off. And the retailer is giving all shoppers a chance to help a teacher out, with its AdoptAClassroom.org connection.

The National Retail Federation estimates that this year, back-to-school spending, families with students, from kindergarten through college, will spend $942.17 each, for a total of $55.3 billion.