By  on August 5, 2014

When it comes to back-to-school, brick-and-mortar stores still rule — but at a price.

While digital and online are playing a bigger role in influencing purchasing decisions, the mainstay of where parents and students will buy still occurs in the physical store. But there’s a hitch: Forget full-price selling now that b-t-s sets have been unveiled as more families are shopping later in the season. So after a tough first half at retail, the amount of discounting during the b-t-s season could place further pressure on firms’ margins in the second half.

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