Back-to-school shoppers aren’t dawdling
With back-to-school spending projected to increase by 14 percent over 2011, expect school hallways to be filled with bright colors, retro-inspired accessories and in-your-face backpack designs when class starts in late August.
And yes, it will be another year of skinny jeans. Sorry parents, those just aren’t going away.
Back-to-school shopping, one of the busiest retail seasons of the calendar year, started early in 2012, with many parents tackling the task of getting their hordes ready back in June, just after the 2011-2012 academic year ended. Haylie Jones, the Target store manager at 7090 N. Fifth St. , said she started seeing sales volume increase for traditional back-to-school items in June, and it has continued through the summer.
"It’s been very, very busy," she said.
While Jones couldn’t give specific sales numbers, she said her Target is seeing double-digit increases in clothing and single-digit growth in the electronics department. Shoe sales have grown 50 percent over summer 2011, she said.
Jones said she expects demand will remain steady until the last two weeks of August, when the store probably will reach its peak for the back-to-school shopping season, which runs until Labor Day. The week school starts actually is the busiest time as children come home with lists of more things they need, Jones said.
Waiting until school starts is also a Las Vegas hallmark.
"I’ve noticed a lot of late shopping in this community," she added.
Some go early, looking for deals and also plan to go back after school starts.
Kay Brooks was shopping with her four children Friday afternoon at the Target on Meadows Lane and Decatur Boulevard. Three of the four are school-age, with two in elementary school and one high schooler.
She said during the summer she usually goes shopping about four times for school supplies, always looking for the best deals.
"I try to cut corners," Brooks said .
Before school starts, she buys supplies she knows the kids will need: scissors, glue sticks, pencils and backpacks. But she waits until after their first day for the majority of purchases because many teachers have specific lists.
She estimated she will spend about $100 per child on new clothing and from $50-$100 on materials.
Back-to-school spending nationwide is expected to reach $30.3 billion, while those shopping for college are expected to spend $53.5 billion, according to a National Retail Federation back-to-school survey conducted by BIGinsight. The poll of 8,509 consumers was conducted from July 2 to July 9.
Families with children in kindergarten through 12th grade are expected to spend an average of $688 for back-to-school items this year, up from $603 last year.
College students and their families will spend an average of $907, up from $808 last year, according to NRF’s 2012 back-to-college survey.
The credit card company Chase has released survey findings on how back-to-school shoppers are managing their finances. Researchers found shoppers are taking a more financially responsible approach by creating a back-to-school budget and sticking to it. Thirty-eight percent reported that they have a set budget for school-related expenses; in 2011, 26 percent of people did so.
"Consumers have learned a lot of valuable lessons about mindful spending over the last few years, and shoppers will be keeping those lessons top of mind whether they’re buying for school-age kids or stocking up for a semester at college," said Rachana Bhatt, the bank’s Chase Slate card marketing director.
When asked their biggest expense this year, 43 percent in the survey said clothing . Roughly a quarter each said either books or technology.
At Target, Jones prepared for the influx of shoppers by bumping her usual staff of 88 to roughly 100, with most of the additional employees working in the clothing departments, cashier area, at Starbucks and at Target’s cafe. The fast food stop and Starbucks see "drastic" sales increases in the summer when entire families hit the store together.
Jones also noted that shoppers’ hours change in the summer when school’s out, with parents coming in earlier. Usually, early evening is their prime shopping time.
Earlier this week, Jones noticed a mother holding a school checklist in the store at 8:05 a.m., just five minutes after the store opened.
"It’s busier a lot longer and early on," Jones said.
In its survey, Chase found that 34 percent of shoppers plan to make a list and stick to it.
As for back-to-school style trends, Jones said erasers that double as slap bracelets, tie-dye backpacks and bright colors are everywhere. And parents aren’t only buying these items in-store; many prefer to do their back-to-school shopping online.
The National Retail Federation’s survey found that 17.9 percent of participants said they plan to shop online more often this season, versus 15.3 percent last year.
To grab those online shoppers, Wal-Mart Stores Inc. released a new website feature this season. Teachers can digitally submit their classroom supply lists, and online shoppers can buy those items via classrooms.walmart.com. In Southern Nevada, about 360 schools are listed.
Contact reporter Laura Carroll at lcarroll@reviewjournal.com or 702-380-4588.
