Back-to-school shopping is essentially non-negotiable for many households, so when you’re buying your kids the coolest clothing and splurging on the 64-pack of crayons, know those decisions might be having a significant impact on stores.

Pencils down: The back-to-school shopping season is bringing higher foot traffic to stores across the board, particularly in the apparel category, after previous retail holidays this summer had little effect, according to foot traffic data from Placer.ai.

• Data still shows that shoppers are still cautious with their spending and the lift could only be temporary.

After seeing a slowdown earlier in Q2, visits to apparel chains have increased and consistently exceeded 2022 levels since mid-May, per Placer.ai. This bump is even more pronounced when looking at off-price and children’s clothing retailers.

Keep reading here.—KM

What’s the trick to nailing the back-to-school game? Rest! Sleep is everything, and leveling up your pillow game is the key to getting top-notch rest.

Luckily for you, Marlow is holding a Back-to-School Sale that’ll help you score up to 30% off bundles and an extra 15% off all purchases. Say hello to better sleep.

This bad boy is made with cooling-infused foam, a breathable cotton shell, and ventilated mesh that ensures ideal airflow and temperature regulation.

Perfect for hot sleepers, Marlow’s bestseller also offers 3 unique loft profiles to suit your firm + soft preferences aaand 2 zippers for no-stress adjusting. What a dream.

Sleep your way to the honor roll.

The consensus on Wall Street is that direct-to-consumer darling Allbirds, known for its eco-friendly sneakers made from wool and sugarcane, “lost its way” after a series of new products failed to connect with consumers. Look no further than its since-discontinued wool leggings, which some customers complained were see-through.

Allbirds is trying to get back on track, and it appears to have made some progress in Q2.

While net revenue fell nearly 10% year over year, analysts expected worse. The company has lowered costs, reduced inventory, and increased cash flow, making progress on an ambitious transformation plan revealed earlier this year.

Fancy footwork: While Allbirds’s success could hinge on whether it can produce another hit along the lines of its iconic Wool Runner, the macro environment may never be as forgiving as it was during its early years.

• Like fellow DTC brands that exploded in market value over the 2010s on the back of a tidal wave of venture capital, Allbirds is now prioritizing profitability and financial sustainability over rapid growth. On the ground, that means playing it a bit closer to the chest when it comes to marketing new products.

Keep reading here.—AV

Today’s top retail reads.

Decisions decisions: Some executives are more cautious about the social issues they want to support in corporate settings, fearing “backlash.” (the Wall Street Journal)

Thirst trap: Consumers spend billions of dollars on reusable water bottles, yet sales for single-serving bottles, like Dasani or Smartwater, remain high. (the New York Times)

It’s major: The $8.5 billion deal between Tapestry and Capri creates room for American luxury brands to compete against the European heavyweights. (the Business of Fashion)

A+ dreams: Score big this semester with Marlow’s Back-to-School Sale. Get a fully adjustable, super-supportive pillow made with cooling-infused foam for up to 30% off + an extra 15% off. Sleep like a scholar.*

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Three of the stories below are real...and one is most definitely not. Can you spot the fake?

1. Birkenstock is launching a new shoe collection embellished with actual edible M&Ms as part of a collaboration with Mars.
2. A nearly identical version of In-N-Out Burger is now operating in Mexico that serves up menu items similar to the California chain and calls itself ‘In-I-Nout.’
3. You can now have a Starbucks pumpkin spice latte or a muffin delivered to you in the Target parking lot as part of the brand’s Drive-Up service.
4. A Minnesota country fair is getting attention not just for its events but also for an active noodle thief breaking in and doing away with several bags of pasta.