Back to School Sales Expected to Rise Slightly

With the start of classes just around the corner, it's back to school shopping time and researchers expect families to spend more this year on supplies than they did last year.

The National Retail Federation's 2010 Consumer Intentions and Actions Back to School survey estimates that families will spend about $606 this year compared with $548 last year.

Combined spending for K-12 and college students will reach about $55.12 billion, according to the retail federation's survey. 

Calabasas resident Robyn Canales, who figures she'll spend the same this year as last for her two school-age kids, says she will probably shop at Nordstrom, but will keep an eye out for sales.

"It's easy--I know what [Nordstrom] has and it will be quicker since I have a baby in tow," Canales said. "I'll probably get new things. Life is OK right now."

Shelly, who declined to give her last name, also has two kids going back to school but she'll be spending less this season than she did a year ago. 

"I just lost my job, so I'm definitely watching what I spend and cutting back on anything extra," the Calabasas resident said. "I don't buy any clothes for me. My priorities have changed, so any new clothes are for them."

At the Barnes & Noble at the Commons, the Nook electronic book reader is popular among parents who are shopping for their college and high school students, said manager Rae Johnson. Still families are keeping a close watch on their spending, she said.

"There's not really a spike in sales," Johnson said. "Families are not spending their savings because the economy is still shaky."

Eddie Hakak, manager of the Rite Aid in the Commons, also said shoppers are watching their spending. 

"Twenty to 30 cents make a difference," Hakak said. "It's a bit early to tell if people are spending more money. We will probably be able to tell at the end of August... In the meantime we try to compete and lower prices as much as we can."

This year, a college student's family will shell out about $616 on such items as clothes and electronics, according to the survey. Last year families spent slightly more, about $618.

"It's my third year spending on college . . . I don't spend on items I don't need. All you need is a pencil, spiral notebook and pen," said Heather Hershow, who attends Santa Clarita's College of the Canyons. "The economy is down, and if you're going to spend money it might as well be for school."

First grade teacher Shanna Jasso agreed that people are more prone to spend on education.

"It's an investment in their kids' future," she said.