Staples may have the last laugh after declaring the very early date of July 10th as the first day of the US back-to-school season: the chain had the third biggest gain in value perception among mothers since that date.
With retailers plowing consumers with heavy TV and radio spots, online banner ads, videos, fliers and promotions, YouGov BrandIndex ranked them by how much they are gaining or losing value perception traction with moms across the country since back-to-school season unofficially began last month.
Leading the gains ranking from mid-July through mid-August by a wide margin is Amazon, followed by H&M, followed by Staples, Office Max, Office Depot, Wal-Mart, Sears, TJ Maxx, The Finish Line and The Gap.
Dropping the most in value perception with mothers over the same period: Abercrombie & Fitch, Macy’s and J.C. Penney.
All major back to school retailers were measured with YouGov BrandIndex’s Value score, which asks "Does it give good value for what you pay?" All results were filtered for mothers age 18 and over.