Tuesday, August 14th, 2012
Parents shopping for clothes and supplies for their kids to take into the new school year may be approaching the task with less enthusiasm–and less willingness to spend–than in past years. Reuters reports that though national trends actually indicate increased spending on back-to-school, the timing and expense of it is changing for many families:
With parts of the country such as Atlanta already sending children back to class, the back-to-school season is in full swing and retailers remain hopeful that shoppers will turn out heading into the final stretch.
Kohl’s Corp. Chief Executive Kevin Mansell said the back-to-school season “has been more and more bridging August and September” based on his chain’s research and other data.
“We used to see people starting in late July, and I don’t see that as much anymore,” said Maureen Bausch, executive vice president of business development at the Mall of America, in Bloomington, Minnesota.
She expects people to finish their back-to-school shopping in September once kids see what is cool in the classroom.
Total back-to-college spending is expected to reach $53.5 billion this year, while total spending by families with children in kindergarten through 12th grade is expected to be $30.3 billion, the National Retail Federation said.
While the trade group expects the average American family to spend $688.62 on back-to-school shopping this year, a 14.1 percent increase from 2011, conversations with about a dozen shoppers across the country indicate a different story.
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