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Circuit City's tips on back to school: why even bother?

While vultures continue to circle around the body of consumer electronics retailer Circuit City Stores, Inc. (NYSE: CC), the company is at least trying to look alive even though much of the world has left it for dead. Circuit City's latest travail is offering "back to school tips" to concerned parents, who, after reading Circuit City's tips-as-a-marketing-press-release, must think the retailer is on its last leg.

Apparently, many retailers believe the majority of the American public are seasonal procrastinators. The "rush to back to school" is not really a rush more than a shopping highlight for many retailers from apparel to computers to shoes to notebooks (the paper kind).

Circuit City's latest effort states some statistics as a lead-in for customers to come into their local Circuit City and shop for PCs and all the related garb that goes with them. As in, printers and ink and thumb drives ... oh my.

Circuit City's parting shot in its "back to school" montage was the mentioning of a gift card. In fact, you can email a gift card from your PC to your college student! Wow, how 2001-ish! I'm just confused on why Circuit City even participated in a "duh" survey like this to drum up a rather lackluster press release from a company that couldn't manage itself out of a shoebox.

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Last updated: December 02, 2008: 02:50 AM

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