The world is in turmoil, consumer confidence is shaky and prices continue to rise — but the back-to-school shopping this season is holding up.

Sales of school supplies, apparel and footwear have so far met retailers’ expectations, though inventories were planned very conservatively. Typically, the bts season peaks in August, but this year consumers in many parts of the country took to the malls and outlet centers earlier than ever hoping to avoid price increases later in the year due to tariffs.

Retailers jumped on the Amazon Prime Day bandwagon with a panoply of offerings, including sharp discounts and free shipping. The “Walmart Deals,” “Target Circle Week” and “Macy’s Black Friday in July” events were all timed around Amazon Prime Day, which this year was extended from two to four day

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