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Those deals, says personal finance expert Lynnette Khalfani-Cox, are not just about saving money. She says retailers use the back-to-school season to build their social media audiences, too. "Everybody wants to better connect with and be liked by their consumers, so what you're seeing is a lot of them doing contests or offering online gimmicks. It's not just about sales, it's the social currency they're developing," she says.
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