NRF survey: Back-to-school shopping halfway complete for average family

WASHINGTON Though school bells in some areas of the country already have started to ring, most parents have a lot of shopping left to get kids ready for the first day of school.

According to the National Retail Federation’s latest Back-to-School/College Consumer Intentions and Actions survey, conducted by BIGresearch, the average American family had completed only 41.6% of their back-to-school shopping as of Aug. 11. Similarly, families of college students have completed 41% of their shopping. In addition, nearly one-third (30.5%) of families with school-aged children (K-12) haven’t even started their shopping.

According to NRF’s annual Back-to-School and Back-to-College surveys released in July, total back-to-school and back-to-college spending will reach $47.5 billion this year. According to the survey, families of students in grades K-12 will spend $548.72 on school merchandise, a decline of 7.7% from $594.24 in 2008. Families of college students will spend $618.12, up slightly from last year’s $599.38.

Meanwhile, those who have already begun their shopping said sales or coupons have influenced nearly half (47.8%) of purchases so far this season. And with everything taking a back seat to price this year, shoppers are keeping their eyes open for any and all special savings. According to the survey, 43.4 percent of back-to-school shoppers said coupons influenced them to shop at a particular store. Advertising inserts (42.1%), newspapers (32.2%), in-store promotions (32.1%), word of mouth (29.9%) and direct mail (16.2%) were also strong influencers in their decision on where to shop.

“Price is an important factor when it comes to back to school shopping, but there are other aspects to consider,” said Mike Gatti, executive director of the Retail Advertising and Marketing Association, a division of NRF. “Unique and creative marketing campaigns coupled with the right prices will be the key to driving sales as the summer comes to a close.”