The end of the shopping calendar

The shopping calendar isn't what it used to be. Prime Day has become Prime Week, Black Friday has become Black Friday Month, back-to-school shopping now starts in June, and holiday shopping is starting in October. As brands and retailers compete for an edge during these lucrative periods, the traditional shopping calendar is getting elongated and spread out. According to Kelly Pedersen, global retail lead at the professional services firm PwC, these shifts are being driven by both businesses and consumers. On the Glossy Podcast this week, Pedersen shared that PwC's research on back-to-school shopping shows that the average family is spending around $920 during the back-to-school period. Thos