US publishers cash in on back-to-school rush
US publishers are making the most of back-to-school fever as consumers are expected to spend $83.6bn this year on school supplies, 10% more than in 2016, according to data from the National Retail Federation. Although the number of publishers posting back-to-school content has declined, the number of clicks they received rose from 39,399 to 40,325. To attract customers, Buzzfeed is set to use identity-based posts, while brands such as Vogue have turned to Instagram Stories.

As publishers experiment more with commerce, some are taking advantage of the back-to-school shopping season. American consumers are expected to spend $83.6 billion during this back-to-school season, up 10 percent from last year, according to the National Retail Federation commissioned. That’s below the $655 billion spent on Black Friday, per the National Retail Federation but more than the $1 billion spent on Prime Day or the $3.5 billion spent on Cyber Monday last year, two digital shopping events publishers have started taking more seriously.

The number of publishers doing back-to-school posts declined this year to 253 from 268, but the clicks they drove grew slightly, from 39,399 to 40,325, according to Skimlinks. Here’s how a number of commerce-curious publishers are approaching back-to-school.