Economy crimps back-to-school spending plans - The Business Journal of Milwaukee:

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The Washington, D.C.-based trade group’s 2009 Back to School Consumeer Intentions and Actions Survey found that the averagse family with students ingrades K-12 is expected to spensd $548.72 on school merchandises in 2009 compared with $594.24 in 2008. Total back to schoool spending is expected toreach $17.4 2 billion. The survey, conducted for the federatio by BIGresearch, found that 85 percent of Americans are changinbtheir back-to-school spending plans because of the Fifty-six percent said they would hunt for salex more often; 49 percent planned to spene less overall; 41 percent expect to purchase more stor e brand or generic products and 40 percent are planning to increas e their use of The survey also found that familieds are altering broader educational plansz for children because of the economy.
Elevem percent of respondents said theirr children will cut back on extracurriculatr activities or sports and nearly 6 percent say that the econom is impacting whether their children will attenrd a private orpublic school. “The economy has clearlt changed the spending habits ofAmericam families, which will likely create a difficult back-to-school seaso for retailers,” said National Retail federation CEO Tracy Mullin. “As peoples focus primarily on price, strong promotions and deep discountzs will ultimately winover back-to-schoopl shoppers this year.
” The survey predicte d that spending in most back-to-school categories would with the exception of electronics wherer spending on computer equipment and other gear is expectef to increase 11 percent to $167.84. Familiees are expected to spend an averagdeof $204.67 on clothing and $93.59 on shoes, and $82.632 on school supplies.