It's almost here.
The first day of school.
Have you done your back-to-school shopping yet?
If you're like most people, probably not.
According to a survey conducted for the National Retail Federation, the average American has only done about 40 percent of their back-to-school shopping. And the recession is at least partly to blame.
"The days of mom or dad letting children put whatever they want in the shopping cart are over," said Pam Goodfellow, senior analyst of strategic initiatives at BIGresearch, which conducted the survey. "Parents don't want to send their kids to school in clothes that don't fit or with a calculator that doesn't work, but they are making careful spending decisions based on price instead of giving kids free rein to pick out whatever they want."
That appears to be true locally as well, as parents flock to local stores looking for savings on everything from No. 2 pencils to skinny jeans.
Elaine Manke of North Andover was shopping at Kohl's in North Andover recently with her sons Jason, 10, and Carter, 7, who both go to elementary school in North Andover.
"I am shopping only sales," Manke said. "I'm also trying to buy less ... unless there's a really good deal. And right now, there are some really good deals to be had."
She said she watches mailers and newspaper fliers for coupons. On a recent Friday, she was using a 10-percent-off-anything coupon at Kohl's.
The recession hasn't hit her family too hard, Manke said, although she has taken the summer off from her work as a market researcher.
"There's less income for me, but my husband still works and has 100 percent of his salary," she said. "But the economy is still shaky. I'm cutting back where I can."
She's not the only one.
According to BIGresearch, families with children in kindergarten through high school are spending about 8 percent less this year than they did last year. Meanwhile, about 60 percent of families are doing their shopping at discount stores.
Analysts for IBISWorld, a Los Angeles-based firm that provides industry and market research, expect back-to-school spending to drop 3.4 percent this year.
IBISWorld tracked typical school-related spending — electronics, traditional supplies, footwear and clothing — and projects total spending of $19.7 billion this year, down from $20.4 billion last year.
That doesn't mean people aren't buying. It's just that they are looking for the specials.
Veronica Moriarty, also of North Andover, left the Walmart at the Loop in Methuen with several bags full of school supplies for her children, Luke, 5, and Will, 8, who both attend St. Michael School in North Andover.
"I was shocked," she said about the prices, having paid 77 cents for a pair of scissors, $1 for a box of 50 pencils, and 25 cents each for a 24-pack of Crayola crayons and two Elmer's glue sticks. She also got composition books for 50 cents each.
Moriarty had just come from Staples, a popular stop for back-to-school shoppers due to its 1 cent sales.
Luanne Houston, manager of the North Andover Staples store, said many people return to the store over the course of the back-to-school shopping season, searching for those penny specials.
"With the economy the way it is, they pay attention and know their prices," she said of the shoppers who filled the store during lunch hour on Thursday.
Houston noted that for many families, budget shopping is a necessity, not a luxury.
"Some people come in with five children, and the lists they have? Oh my," she said.
Genevieve Hiller of North Andover was at the store with three of her own kids and one neighbor, a $15 Staples Rewards coupon in one hand and a list provided by a North Andover elementary school teacher in the other.
"The prices are good and the Rewards coupon makes it worthwhile," she said.
Julianna Jones, also of North Andover, was shopping with her daughters, Lucy, 10, and Caroline, 7.
"We're finding it all here," said Jones, whose oldest daughter was looking over the list of 18 items provided by her teacher.
As for clothing, many parents said they haven't gotten there yet.
Nationwide, statistics show that parents are not only spending less on school supplies, but on clothing as well.
Sales of clothes are expected to plunge 5.4 percent, according to IBISWorld. For each child enrolled in school this year, sporting the latest trends in clothes and accessories will cost parents $136.60 on average, down from nearly $145 last year.
Locally, that appears to be the case as well, as many parents are waiting until the weather cools off to buy clothes for their kids, while others grapple with their children over name-brand versus store-brand products.
Amy Kenneally of North Andover, shopping at Staples with her three sons, ages 6, 7 and 10, said she has done all of her school supply shopping, but is holding off on clothing purchases.
With three boys, she recycles clothes a lot, with the younger children getting hand-me-downs from the older ones.
"They are close enough in age to do that," Kenneally said, adding that her oldest is aware of the more expensive brand-names like Nike for shoes, and Red Sox or Patriots T-shirts and sweatshirts.
Marianne Hood of North Andover was shopping with her 16-year-old son, Kevin, at Kohl's recently, looking for back-to-school items. Her problem is that her son likes brand-name clothing, such as Nike, American Eagle and Abercrombie and Fitch, which makes it more challenging to buy on a budget.
"He's my third, so I've been through this a few times by now," she said. Nonetheless, she expects to spend $200 to $300 per child for back-to-school items.
For many teens, back-to-school shopping is a lesson in finance.
Alison Moylan, 13, of Methuen knew that the prices for skinny jeans vary at every major retailer. She said at Macy's, they cost around $20, while at Aeropostale they are $35, and at Abercrombie and Fitch, $40.
She said that while her parents may pay for the basic back-to-school items, she has to pay for any designer labels.
At Staples this week, two sisters worked their way through the aisles, spending their own money and being very careful about it.
Siobhan Holland, 16, worked two jobs over the summer and went looking for the cheapest possible items. As for clothes shopping, she's on a budget of about $200, which should last her about six months, with purchases coming from American Eagle, Gap and Macy's.
"My dad is trying to teach us to budget our own money," she said, as she shopped with her 13-year-old sister, Courtney.
How to save during back-to-school season
Check out local consignment shops. Over the past few years, many quality stores have opened and may have just the items you need.
Check the local Sunday paper before heading out to the mall. Make a list and cut out any coupons you find.
Avoid designer names; shop the store brands. They are the same quality and cost much less.
Buy items that can go with more than one piece. Mixing and matching is cost effective. For girls, adding fun accessories can help.
Take one child shopping at a time. It prevents a lot of stress and is a great way to spend quality, one-on-one time.
Source: Reuters
