Why Retailers Are Hosting Virtual Summer Camps

Some retailers heard that 62% of U.S. summer camps closed due to coronavirus and, on top of everything else, decided they’d like to braid friendship bracelets, too. Parents can now send their kids to virtual summer camp where they used to buy camp gear. 

The counselors: Walmart, Amazon, The North Face, Apple, and Shake Shack (that I’ve seen).

The activities: Depends on the brand. The North Face has hosted nature photography classes at Summer Base Camp; Walmart’s coordinating family games and crafts with celebrity guests through its app. And a few have dedicated product tie-ins…

  • Amazon’s Camp Handmade is selling dedicated kits for some DIY activities.
  • Shake Shack’s selling $79 kits with a six-week activity plan…and coupons.

The campers: More than a few cabins full….


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