• by Sarah Mahoney  @mahoney_sarah, August 7, 2019

With the first school bell of the year just up ahead, retailers are focusing on causes close to the hearts of still-shopping parents. 

Amazon is enlisting the help of both Alexa and former basketball star Shaquille O’Neal. All people have to do is say “Alexa, donate to Happy School Year” to Amazon’s voice assistant, and then donate a backpack priced at under $25 for a kid who could use a hand. Once they select the pack, Amazon will stuff it full of school supplies and then send it directly to Communities In Schools. In return, customers even get a thank-you message from O’Neal, who is on the board of the charity.

The Seattle-based retailer is also putting on Shaq-to-School events, in partnership with the Amazon-owned Zappos, through its Zappos for Good program. Each event is expected to generate supplies for 5,000 students who need a little help this year. And shoppers can score a limited-edition hoodie from men and boys apparel brand Psycho Bunny, which also supports Communities in Schools.

Amazon is also teaming up with songstress Ciara, hosting a Happy School Year block party, with an Alexa Donation Station. Kids will be encouraged to set upbeat intentions for the year ahead, with demonstrations for healthy meal planning, sneaker customization and backpack embroidery.

Back-to-school is an important season for all cause-related programs, seizing on parents’ goodwill and high hopes for the start of the new school year. 

Bloomingdale’s is revisiting Shop for Good, in partnership with Kind Campaign, an organization intent on ending girl-against-girl bullying. It’s devoted to spreading kindness through in-store events, opportunities for donations and a capsule collection of women’s and girls’ T-shirts. Designed by Girl Dangerous, shirts have messages like “Kind is Cool” and “Human Kind.” There’s also an opportunity to round up donations at the register.

At JCPenney, efforts are focused on teachers. The Plano, Texas-based chain is giving some 200 teachers in underserved communities $200 shopping sprees to update their wardrobes, with makeovers from Sephora inside JCPenney and The Salon by InStyle. Pro  athletes with ties to each community are scheduled to co-host the shopping events.

 The retailer is also giving $1,000 worth of socks and underwear to each selected school.