Stocking up on school supplies and choosing a first-day outfit are rites of passage for many consumers and their children. For online retailers that sell those products, back-to-school season is a key period that involves doing their homework on product selection and marketing.

Fledgling children’s apparel e-retailer Kidbox enters its second back-to-school shopping season this year with a lesson plan aimed at giving customers what they want at just the right time, which these days means on demand, CEO Miki Racine Berardelli says.

“The historical cadence of starting back-to-school shopping in the summer months is not as relevant anymore,” she says. “I think this year we see it even more in terms of consumers having a wear-now mentality. They’re more in the moment.”

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