Back-to-school spending is expected to reach $27.3 million this year, up from $24.9 million last year. This year, those shopping for middle schoolers plan to spend the most in nearly every category, according to the NRF. GapKids wants a nice slice of that pie.
The brand is out with a series of videos titled Dear GapKids that show kids heading back to school in various scenarios: on a bus, slipping through a fence to join a ball game. As the video plays, a parent, as if writing a letter to the child, talks about what they love about that youngster.
Brandchannel is hosting a number of the videos and gave the series an A+ for diversity. Here’s one to watch:
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