Study: Average Family Shops Earlier for Back-to-School Gear

Back to school season is upon us, and it may have started earlier than we thought. A study sponsored by the National Retail Federation found that families shopping were further along with their back to school shopping compared with the same time last year. Kathy Grannis, director of media relations for the NRF, called the difference "slight."

"The average American family still has more than half of its shopping left to do as of last week," said Grannis.

Sabreen Wight, a manager at Dollar General on South Avenue, said she was surprised both at how early people started shopping for back-to-school items and at how much was bought. Wight says the store had to order more supplies than originally expected, due to the high demand.

"Lots of people want to do (their back-to-school shopping) early around here," said Wight.

Not everyone starts early, however. Lou Ann Frediani of Dartmouth Avenue said she started shopping for her sons Matthew, who will be a freshman at University of Rhode Island, and Nicholas, a Cranford High School sophomore, just last week (Frediani's daughter, Alyssa, a junior at University of Vermont, does her own shopping). However, Frediani usually shops at about the same time every year and says she's noticed fewer people in the stores this year.

"There have been no overwhelming crowds anywhere," Frediani says.

The study also notes that more families let coupons and promotions influence their purchases and where they shopped than in previous years.

Frediani shopped mainly at Staples and Bed, Bath and Beyond this year. At both places she receives discounts from coupons and rewards programs, and says such savings are "definitely a factor" in where she shops.

According to Grannis, the most successful promotions target the students, who then pass the word on to Mom and Dad. Grannis says that the most common items discounted are office supplies and electronics, but other items are sometimes discounted as well. For example, Dollar General currently has 50 percent off of all apparel items, Wight says, specifically to capitalize on the increased traffic the store is getting from back-to-school shoppers.

For those getting a late start, there are still savings to be had. Dollar General is only beginning a promotion on Aug. 27, and other stores are sure to follow suit. Grannis says that many families even wait until school has already started to do their shopping.

"A lot (of families) aren't looking for the latest and greatest, just the basics, and many things are marked down after school starts," she noted. This final week leading up to Labor Day will be really telling as to how much Americans are willing to spend on school supplies."