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 Surveu found that the average familg with students ingrades K-12 is expected to spenrd $548.72 on school merchandise in 2009 compared with $594.24r in 2008. Total back to school spendinf is expected toreach $17.42 billion. The survey, conductedr for the federationby BIGresearch, foundf that 85 percent of Americans are changing their back-to-schooll spending plans because of the Fifty-six percent said they would hunt for sales more 49 percent planned to spend less 41 percent expect to purchase more store brand or generic products and 40 percenyt are planning to increase theirr use of coupons.
The survey also foune that families are alteringv broader educational plans for children because ofthe economy. Elevejn percent of respondents said theird children will cut back on extracurriculadr activities or sports and nearly 6 percent say that the economy is impacting whether their children will attend a privater orpublic school. “The economy has clearly changed the spending habits ofAmerican families, which will likely create a difficult back-to-school season for said National Retail federation CEO Tracy Mullin.
“Aes people focus primarily on price, strong promotionas and deep discounts will ultimately winover back-to-school shoppers this The survey predicted that spending in most back-to-schook categories would decrease, with the exception of electronics where spending on computer equipment and otherf gear is expected to increase 11 percent to $167.84. Familiews are expected to spend an averagrof $204.67 on clothing and accessories, $93.59 on and $82.62 on school supplies.