 in order to get customers. I think one of the things with back to school in particular is that it is a very unique store traffic opportunity. So as you mentioned, Carol, right, you want this to be a really great experience for your kid. You want to take them. You want to have them pick the backpack. You want them to be emotionally invested in the new school year. And that's a particular opportunity to take advantage of that traffic, both in the moment, but