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Thanks to Amazon Prime Day, the back-to-school shopping season is already under way

The Cardlytics data also shows that Prime Day shoppers are more valuable, spending 17% more at bricks-and-mortar stores and 16% more at bricks-and-mortar. coms compared with shoppers who don’t participate in Prime Day. Read: Amazon Prime Day will take a bit out of the food sector as Whole Foods is included “Amazon Prime Day has grown to become the unofficial kickoff to the back-to-school shopping season,” said Marissa Tarleton, chief marketing officer at savings website RetailMeNot. “Prior to Prime Day’s arrival in 2015, the biggest back-to-school shopping days were concentrated in August and into September.” Retailers have clearly taken notice, especially with relation to the back-to-college crowd. J.C. Penney Co. Inc. JCP, +0.00% has partnered with Fanatics Inc. to launch shops that sell licensed college and professional sports gear, the department store retailer announced in June .

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