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New York (Modern Retail) —”Price sensitivity is central to retailers’ messaging this back-to-school shopping season”, said Kaitlin Kamp, senior marketing intelligence strategist at market research company Mintel. “[They’re] trying to communicate that if you are on a budget, if you are cost conscious this year — that we are going to be the place to find the lowest prices,” Kamp said. “Whereas previously, of course they would mention discounts or sales, but it wasn’t the core message of back-to-school.” Though not all retailers are rolling out markdowns, some have addressed inflation and promised not to raise prices.

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