Parents with children in grades K-12 will spend an average of $688.62 on back-to-school items, up from $603.63 in 2011, according to a National Retail Federation survey conducted by BIGInsight. Almost two in three parents (64%) say their children influence at least 50% of the purchases.
Teens ages 13-17 will spend an average of $36.48 of their own money on back-to-school items, up from the $31.64 they spent in 2011. Those ages 6-12 will spend an average of $25.63, up from $15.12 last year.
Dads expect to spend $739.75 on back-to-school items, while moms plan to spend $640.42. Moms are more likely than dads to plan to shop at discount stores (71% vs. 63%), but less likely to shop at department stores (55% vs. 65%) and electronics stores (20% vs. 33%).
Most families with school-aged children (85%) say the economy will impact their spending plans this year. Families plan to save money by buying items on sale (51%), comparison shopping online (32%), shopping primarily online (18%), and limiting their children’s extracurricular activities (11%).
Six in 10 families (60%) plan to purchase department stores’ private label and exclusive product lines, up from 57% who did so in 2011 and the highest percentage in the survey’s 10-year history.
Two thirds of back-to-school shoppers (67%) will frequent discount stores, with other popular destinations including clothing stores (52%), office supplies stores (42%), electronics stores (26%), drug stores (23%), and thrift stores (14%).
The largest number of back-to-school shoppers (48%) begin shopping three weeks to one month before the start of school, while 24% start shopping one to two weeks before, 22% start more than one month ahead, and 3% wait until school starts.
Sources: BIGinsight, Kim Rayburn, SVP Client Solutions & Marketing, 400 W. Wilson Bridge, #200, Worthington, OH 43085; 614-846-0146; info@biginsight.com; www.biginsight.com.
National Retail Federation, Matthew Shay, President/CEO, 325 7th St., NW #1100, Washington, DC 20004; 202-783-7971; www.nrf.com.
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