Every parent in your funnel is comparison shopping backpacks with the focus of a procurement department.

Also in effect on this date

The full docket. Any of these would hold up in a Monday standup.

• Everyone is squeezing in one last trip before school starts, all at the same time.

  Vacation · in effect 08-01 to 08-15

• Fantasy football draft prep is currently a second job for your entire audience.

  Sports · in effect 08-15 to 09-10

• More research is going into twelfth-round sleepers than into any purchase decision.

  Sports · in effect 08-15 to 09-10

• The summer slump is real, documented, and conveniently unfalsifiable.

  Seasonality · in effect 06-01 to 08-15

• Back-to-school budgets are flooding the auction and your CPMs are collateral damage.

  Seasonality · in effect 08-01 to 09-05

• The school supply list has first claim on household spending and it is seventeen items long.

  Seasonality · in effect 08-01 to 09-05

• Out-of-office density has crossed the threshold where outreach becomes performance art.

  Vacation · in effect 06-15 to 08-15

• It is too hot to exist, let alone convert.

  Weather · in effect 06-15 to 08-31