Dive Brief:

• Although some predictions held that back-to-school sales would primarily benefit brick-and-mortar retailers, retailers are reporting healthy back-to-school activity in apparel and other departments on all channels, according to surveys by consulting firm Accenture and the International Council of Shopping Centers. 

• July retail sales rose 5.4% compared to last year, according to the ICSC, and more than a third of consumers the organization surveyed said they had begun their back-to-school shopping.

• Back-to-school sales began in earnest toward the end of July, with continued momentum this month. But many retailers expect more to come even as the school year begins, according to reporting by CNBC.

Dive Insight:

The back-to-school season is shaping up to be, as predicted, long and flexible, one that could help boost many retailers’ sales for this end-of-summer period. The teen apparel sector, which has seen tepid sales and finicky shoppers, could really benefit from a surge. And that could happen if students and their parents decide it’s time for new things as the school year begins.