East Valley Tribune, AZ
08-04-07
Back-to-school spells $18B for retailers
David Woodfill, Tribune
Pencils? Check. Notebooks? Check. Lunch box? Check. The dog days of
summer are almost gone and parents at malls and stores everywhere can be
seen schlepping shopping bags with grimacing children in tow.
Tribune's Back to School guide
“It’s financially stressful more than anything,” said Gretchen Hall, a Mesa resident
who has been shopping for supplies for her three-year-old son Evan. Evan will
start preschool at Robson Elementary on Aug. 16 and Hall said she’s been
looking for deals on items like clothing and backpacks.
Although many parents like Hall are sniffing out bargains, the National Retail
Federation — a Washington D.C.-industry organization — predicts back-toschool shopping to surpass $18 billion this year. That would be a seven percent
jump over last year.
“I think retailers can expect consumers to be out in force.” said federation
spokesman Scott Krugman.
Unlike other peak shopping periods like Christmas, which are vulnerable to
things like high gas prices and other factors, Krugman said robust consumer
spending is usually a sure bet for retailers at the start of the school year. That’s
because parents view school supplies as necessities rather than discretionary
spending. “This is about spending on their kids,” he said. “It doesn’t necessarily
follow normal economic patterns.”
Lisa Palaian, manager at Hollister Co. in Scottsdale Fashion Square, said sales
volumes have been high for about a week.
“Its been a little bit crazier,” she said.
Palain said jeans and hooded sweatshirts are among the most popular items.
Although many parents are searching for deals, Palain said regularly priced
merchandise is also flying off the racks.
“We definitely have a sales shopper and we definitely have a full-price shopper,”
she said. Kristina Merter, assistant marketing manager at Superstition Springs
Center in Mesa, said some of the most popular stores right now are the ones
selling clothing and accessories for young people, including Wet Seal, American
Eagle and Aéropostale.
“Probably this week will be huge,” she said.
Barb Wollan, who specializes in family budget management for an outreach
program at Iowa State University, advises families to plan their spending
ahead.
First, Wollan recommends parents identify their child’s needs by sifting through
their closets and supplies from the previous school year. Checking clothing to
see if it’s in good condition and still fits the child before buying new clothes is one
example she said. The same goes for other necessities like backpacks.
“You identify what are the absolute musts,” she said.
Another good money-saving method is to use available resources and skills to
make things last, she said. For example, parents who sew should repair clothing
rather than replace it.
Wollan said there are some common pitfalls that can add unnecessary strain on
families, like failing to balance school expenses with other needs including bills.
One way to avoid this is to spread the financial burden caused by the school
season over several months as money becomes available rather than purchasing
everything at once.
Finally, Wollan urges parents to discuss limits and priorities with their children
ahead of time to avoid fights and arguments later.
A good way for adults to do that is by putting their children in charge of the
money so they have to budget and set priorities themselves.
Gilbert resident Lynessa Nichols, whose children start school Tuesday, said she
only buys clothing and gear for school that’s already on sale.
She said she saves by buying clothing when it’s not in season because it’s
usually discounted. Nichols also subscribes to email lists that retailers like The
Gap utilize to offer exclusive sales and coupons.
“I won’t pay full price no matter what,” she said. “Even if they want it really bad.”
Cost-saving tips
The Tribune asked several parents how they were saving money on a tight
budget before the school season. Here’s some of their answers:
• Buy seasonal products like winter clothing when they’re on sale.
• Some retailers like The Gap and The Children’s Place try enticing customers to
their stores by offering exclusive coupons and sales via e-mail. Inquire about
such programs from store personnel.
• Put aside a little money at a time well ahead of the first day of school. Those
small amounts of money add up over time and will relieve some of the financial
pinch when school starts.