US publishers are making the most of back - to - school content as consumers are expected to spend $ 83.6bn this year on school supplies , 10 % more than in 2012 , according to data from the website Retail Federation . Although the number of publishers posting back - to - school content has declined , the number of clicks they received rose from 39,399 to 40,325 . To attract customers , Buzzfeed is encouraged to use identity - based posts , while brands such as Vogue have turned to Instagram Stories .
US publishers are making the most of back-to-school fever as consumers are expected to spend $83.6bn this year on school supplies, 10% more than in 2016, according to data from the National Retail Federation. Although the number of publishers posting back-to-school content has declined, the number of clicks they received rose from 39,399 to 40,325. To attract customers, Buzzfeed is set to use identity-based posts, while brands such as Vogue have turned to Instagram Stories.