Retail / news
Denim Takes Center Stage as Back-to-School Shopping Season Lengthens
Retailers including Pacsun, Kohl's, and Gap are launching denim-focused back-to-school campaigns earlier than ever, as shopping begins weeks ahead of past years.
The back-to-school denim wars are heating up, with brands and retailers rolling out campaigns weeks earlier than in previous seasons. Pacsun launched its "Denim Starts Here" campaign on July 9, three days ahead of its 2025 "Denim Days" push. Kohl's debuted its back-to-school effort on July 8, nine days earlier than last year. Both chains are betting big on denim jeans, shorts, and skirts as must-have items.
Denim has long been a top back-to-school category, according to market research firm Circana. Retailers are leaning into the trend as consumers start shopping earlier. The National Retail Federation reports that 32% of back-to-school shoppers had already begun by early June this year, up from 26% in 2025. By early July, 62% had started, compared with 55% in 2024.
The earlier shopping window aligns with school calendars that now start sooner. In Arizona, students returned to classrooms as early as July 15. Some states, including Florida, have moved their tax-free shopping days from August to July to encourage spending.
Cash-strapped consumers are eager to lock in discounts early, further driving the elongated season. Retailers are responding with denim-centric promotions and campaigns designed to capture early demand. Analysts expect denim to remain a key battleground as the back-to-school period continues to stretch.