{"collectionById":{"a22992bd-9bfe-4731-973c-0ca202f4d19b":{"id":"a22992bd-9bfe-4731-973c-0ca202f4d19b","name":"Posts","fieldSchemas":[{"id":"116e90db-86de-45a4-b8fb-faba44df4d24","name":"Title","type":"plain_text","role":"primary"},{"id":"e8d20dcf-6982-4908-b811-24d25c372138","name":"Slug","type":"slug","role":"slug"},{"id":"ebe794af-e6c9-4c94-9d50-cf87de29ce44","name":"Published At","type":"date"},{"id":"c8d1099a-d83e-4db3-908a-2c89d00855fa","name":"Cover Image","type":"image"},{"id":"696a0f02-78b3-47e3-82ed-80c5257a66ee","name":"Author","type":"plain_text"},{"id":"19ae12b5-7ac0-42d3-86ad-8cd963734a58","name":"Body","type":"rich_text"}],"itemById":{"6d35a154-22a8-46be-8bd1-5af03cc42946":{"id":"6d35a154-22a8-46be-8bd1-5af03cc42946","index":"!NNNO","collectionId":"a22992bd-9bfe-4731-973c-0ca202f4d19b","fields":[{"id":"4811c90c-4092-4335-a3ab-b6308b39d4da","value":"{\"root\":{\"children\":[{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Every August the same headline runs: back-to-school spending is up. One number, one season, one shopper. It's clean, easy to present, and describes almost nothing.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"There is no single back-to-school shopper. There are at least two — buying different things, at different times, for different lives. Average them together and you get a figure that's technically accurate and practically useless: a portrait of a shopper who doesn't exist.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"It hides the basket\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"For 2026, the National Retail Federation and Prosper Insights \u0026 Analytics put K-12 spending at a record $43.3 billion and college at a record $103.5 billion — college's first time over $100 billion. Same \\\"season,\\\" different baskets: K-12 runs on electronics, clothing, shoes, and supplies; college on electronics, dorm furnishings, and — tellingly — food and personal care. A blended shopper buys both a lunchbox and a mini fridge. No real household does.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Watch the scope, too. Those totals are built up from planned per-household spend. eMarketer's widely cited $85.42 billion measures something else — projected back-to-school retail sales. Both are real; they count different things. Stack them in one sentence, as roundups do, and you've built an average from two rulers.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"It hides seasonality \",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The two baskets don't even fill at the same time. MNTN's 2026 research found college shoppers skew late — 42% start three to four weeks before classes, 24% wait until the final one to two weeks — while K-12 families increasingly buy early, a quarter of them as far out as June. eMarketer's guidance was blunt: treat college as a separate campaign, because the season now stretches through September.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"So the two clocks run weeks apart. K-12 front-loads into summer; college backs up against move-in. Blend them and the average peak lands between the two, in a dead zone. Nobody is shopping at it.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"It hides the audience\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Here's the part no survey will ever hand you. A college freshman at move-in isn't buying school supplies — they're stocking a life they're running for the first time. And it shows up in what lands in the cart.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Insight Cloud reads exactly that, through GoPuff's on-demand ordering. In orders during 2025 move-in weeks, college-town baskets over-indexed against family markets on the categories you'd expect from someone figuring out adulthood in real time: party supplies (about 2.1× the family rate), family planning and personal care, frozen comfort food led by ice cream, ready-to-eat deli, vaping, and — a week or two later — cold and flu. Not a backpack in sight.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Basket size tells the same story. College ran $31 against family's $49 — the signature of a run-now purchase. And it didn't stop at move-in. The ordering stayed elevated through September, long after the planned-shopping surveys had called the season over.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"That's the shopper the average can't see, and the opening most brands miss. Back-to-school lifts far more than notebooks and backpacks. Without a view into the impulse shopper, no one can stock or sell against those categories.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Disaggregation is the job\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The blended back-to-school number isn't wrong. It's just not built to answer the question you actually have. It hides the basket, seasonality and audience all at once.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Some of that a careful survey can recover — the separate baskets, the offset timing. But the person, the freshman buying party cups and cold medicine in small run-now baskets, only shows up when you read behavior as it happened. That work used to take weeks of stitching. Reading behavioral signals directly, it's a question you answer the same afternoon.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"A survey that asks what you'll buy for school never comes back with party cups and cold medicine. Behavior does.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":2,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Want to pull your category's back-to-school number apart? \",\"type\":\"text\",\"version\":1},{\"children\":[{\"detail\":0,\"format\":2,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Request a demo\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"link\",\"version\":1,\"textFormat\":2,\"rel\":\"noreferrer\",\"target\":null,\"title\":null,\"url\":\"https://www.seekinsights.com/getdemo\"},{\"detail\":0,\"format\":2,\"mode\":\"normal\",\"style\":\"\",\"text\":\" of Insight Cloud.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":2,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"A note on the numbers:\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" NRF's totals are built from planned per-household spend; eMarketer's figure is a retail-sales forecast; the GoPuff figures describe observed ordering behavior. Three distinct lenses — we've kept them separate rather than blending them (which is, after all, the point).\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Sources:\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" National Retail Federation and Prosper Insights \u0026 Analytics, 2026 Back-to-Class Survey (July 14, 2026); MNTN Research, \\\"Back-to-School Isn't What It Used to Be: 3 Trends for 2026,\\\" May 2026; eMarketer, \\\"FAQ on back-to-school marketing,\\\" June 26, 2026. Behavioral ordering patterns from GoPuff on-demand data via Insight Cloud by Seek, 2025 back-to-school season.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"root\",\"version\":1,\"textFormat\":1}}","itemId":"6d35a154-22a8-46be-8bd1-5af03cc42946","fieldSchemaId":"19ae12b5-7ac0-42d3-86ad-8cd963734a58"},{"id":"9b484def-0369-484d-8f4a-14a745ad7170","value":"One Back-to-School Number. Two Shoppers.","itemId":"6d35a154-22a8-46be-8bd1-5af03cc42946","fieldSchemaId":"116e90db-86de-45a4-b8fb-faba44df4d24"},{"id":"b50fa188-8235-4769-a5e7-3641e904fc87","value":"Seek Marketing Team, Powered by Intelligence","itemId":"6d35a154-22a8-46be-8bd1-5af03cc42946","fieldSchemaId":"696a0f02-78b3-47e3-82ed-80c5257a66ee"},{"id":"a4650973-c437-4907-bb25-d7ce57007083","value":"{\"image\":\"5047dd909b11e5844f951fb208f646c0e253d9b4\",\"imageThumbnail\":\"1c74a1196dfbfe6c00c781ae7a782750669fe8d8\",\"originalImageHeight\":948,\"originalImageWidth\":1659,\"altText\":\"\",\"fileName\":\"ChatGPT Image Jul 28, 2026, 01_21_27 PM.png\"}","itemId":"6d35a154-22a8-46be-8bd1-5af03cc42946","fieldSchemaId":"c8d1099a-d83e-4db3-908a-2c89d00855fa"},{"id":"6938fc8e-cb59-4726-89fe-89aa84498dae","value":"2026-07-29","itemId":"6d35a154-22a8-46be-8bd1-5af03cc42946","fieldSchemaId":"ebe794af-e6c9-4c94-9d50-cf87de29ce44"}]}}}},"slugByItemId":{"479986d4-8613-460b-b686-a6d44d16899b":"seek-union-bevalc-data-partnership","c7374b45-4b62-4173-8bb8-c88c794f9aad":"insight-cloud-intelligence","513fc6d3-9308-4c54-82d7-b5c9ba591e52":"themodernanalyst","de28ca41-c522-4a3f-bd57-cf35185d9ec2":"seek-nielseniq-collaboration-insight-cloud","6d35a154-22a8-46be-8bd1-5af03cc42946":"back-to-school-spending-two-shoppers"}}