Parents cautious when it comes to back-to-school spending
Parents cautious when it comes to back-to-school spending
Roxanne Samara is getting a double whammy this back-to-school season.
The high school science teacher's school district reduced its budget for classroom supplies, and she's a mother of two school-age sons who need clothes, backpacks and other gear.
Like many people weighed down by the recession, Samara is doing everything she can to save money.
"I got laid off from one job and was lucky enough to find another one, so I'm glad even to be working," she said.
The average family with students in grades kindergarten through 12 is expected to spend $548.72 on school merchandise, down 7.7 percent from $594.24 last year, according to the National Retail Federation's 2009 Back to School Consumer Intentions and Actions Survey, conducted by BIGresearch.
"The economy has clearly changed the spending habits of American families, which will likely create a difficult back-to-school season for retailers," said National Retail Federation president Tracy Mullin. "As people focus primarily on price, strong promotions and deep discounts will ultimately win over back-to-school shoppers this year."
Retailers such as Office Depot are sprinkling deep discounts among traditional offerings to woo reluctant shoppers. The Boca Raton, Fla., office product company is advertising school items for under a dollar every week during back-to-school season, said senior director of merchandising Wade Eveleth, and has a free backpack promotion going this weekend.
"Traffic is flowing a little later than it did last year because of where Labor Day is falling, which affects school calendars, but people are coming in," Eveleth said.
GW School Supply, which markets primarily to teachers and parents who home school, says it's definitely noticed a decline.
"The districts have all had to cut their budgets because there's no state funding, so teachers are either buying less or spending their own personal money because they care and want their classes to be successful," said GW vice president Sandy McCutcheon.
Those who are shopping are being selective.
"We're definitely spending less and looking for bargains," said Robert Dotson, 37, who has a daughter starting third grade.
"We're getting the basics now, but we're waiting for the list from the teacher before we get too much, because we don't want to buy things we don't need."
Mother of three Renee Benson, 30, said she's trying to watch her budget, too.
"Fortunately we haven't been directly affected by the economy, but I know a lot of people are struggling right now so it makes you think," she said. "Between the clothes, crayons, scissors, all those little things add up."
Source: The Bakersfield Californian | Friday, Aug 07 2009 06:41 PM