American Families Redefine Back-to-School Shopping

Sears addresses key generational, shopping, style, and societal trends as parents prepare family, home for new school year

HOFFMAN ESTATES, Ill., July 16, 2012 /PRNewswire/ -- As the face of American retailing evolves, Sears has addressed emerging back to school trends to help families strategically shop back-to-school this season. According to generational experts, Gen Z has changed the family shopping experience. These young consumers embrace collaborative shopping with their parents and emerge as the expert on the season's best styles at a great price – a finding with clear implications for back-to-school retailers.

"Gen Z, or young Millennials, is the dominating generation in grades K-12 and they are poised to make an even bigger mark on retail this year, with their parents as co-pilots navigating the aisles," said Amy Lynch, generational expert, associate at BridgeWorks: The Generations People and noted generational author. "Unlike generations before them, Gen Z have come of age in unpredictable economic times, leading them to appreciate the value of a value. The good news is that parents and kids who shop together this season will both seek high value for their dollars spent."

Recognizing the trend, Sears has focused its 2012 back-to-school offerings on hallway-hip junior's apparel for a new generation of school-aged customers from brands like BONGO, True Freedom, Levi, Lee, Dickies, Roebuck and U.S. Polo Association, with aggressive offers throughout the season. Beyond the latest styles in blue jeans and sneakers, Sears also has home goods, electronics and the top 10 appliance brands to help families transition back to the classroom and a new routine for the school year.

"At Sears, we understand the balance between finding styles kids want at prices parents will love," said Ron Boire, EVP, chief merchandising officer and president, Sears and Kmart Formats. "We outfit both the kids and the home for back-to-school and offer great deals on trendy, exclusive and popular national apparel and footwear brands, plus special offers on key product categories like bedding, towels, small kitchen appliances and consumer electronics."

Social Commerce Trends and Back-to-School
Continuing its innovation in social commerce, Sears offers seamless, integrated back-to-school shopping options with home delivery and in-store assembly on many items. For this web-savvy generation of consumers, the desire to share and connect with others about products is a leading reason they purchase, according to a recent Fast Company article. Through SHOP YOUR WAY, members can tap into their personal social network to find the latest trends, get the best deals for the new school year and see what their friends are buying. Another place customers can check out the hottest fashion trends is at Sears' fashion website,, which features the latest stories, trends and looks from the world of fashion.

For convenience, last-minute shoppers can ship, buy online and pick up their purchase in store the same day, where orders are ready in five minutes, guaranteed.

Sears Set To Launch New Anti-Bullying Program
One trend Sears is hoping to help reverse, is the nation's bullying epidemic. Coinciding with the back-to-school season, Sears will become the first national retailer to address bullying head-on; an issue that spikes as kids return to classrooms and playgrounds. Sears will fully launch Team Up to Stop Bullying, an anti-bullying initiative designed to bring solutions quickly and effectively to bullying victims, families, educators and communities. The online portal will feature a nationwide consortium of organizations, exhaustive resources and trusted information. The portal will allow users to easily find specific solutions to their unique bullying problem.

For more information about back-school deals from Sears, visit,, or

About Sears, Roebuck and Co.
Sears, Roebuck and Co., a wholly owned subsidiary of Sears Holdings Corporation (NASDAQ: SHLD), is a leading broadline retailer providing merchandise and related services and is part of SHOP YOUR WAY, a social shopping experience where members have the ability to earn points and receive benefits across a wide variety of physical and digital formats through  Sears, Roebuck offers its wide range of home merchandise, apparel and automotive products and services through more than 2,000 Sears-branded and affiliated stores in the United States and Canada, which includes over 810 Full-line and more than 1,270 specialty stores in the U.S.   Sears, Roebuck also offers a variety of merchandise and services through,, and specialty catalogs. Sears, Roebuck offers consumers leading proprietary brands including Kenmore, Craftsman, DieHard and Lands' End -- among the most trusted and preferred brands in the U.S.  The company is the nation's largest provider of home services, with more than 11 million service calls made annually. For more information, visit the Sears, Roebuck website at or the Sears Holdings Corporation website at



Brian Hanover

Meghann Dowd

Sears Holdings

Zeno Group


312-527-2SHC (2742)

SOURCE Sears Holdings Corporation

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