Clothing, shoes, and school supplies are expected to be strong sellers for the upcoming back-to-school season, but spending on the electronics category will drop more than $1 billion, according to the National Retail Federation’s 2005 Back-to-School Consumer Intentions and Actions Survey.
The survey, which polled 6,487 consumers from July 6-13, found that families with school-aged children will spend an average of $443.77 on back-to-school items, down 8.2% from $483.28 last year. Back-to-school spending is estimated to reach $13.39 billion this year, down from $14.79 billion last year.
While 44% of consumers said they plan to buy electronics, up from $41.7% last year, they plan to spend an average of $68.08 this year on such items, compared to $101.03 last year. The overall spend in electronics is expected to fall to $2.06 billion from last year’s $3.09 billion.
“Though many consumers will be buying electronics this year, they may be taking a break from spending on high-end computers and other expensive gadgets,” said NRF President and CEO Tracy Mullin in a statement. “It is understandable that, after several years of strong gains and record-breaking sales, demand may cool slightly for electronics merchandise this year.”
More than 90% of consumers polled plan to buy clothing (93.9%), shoes (92.3%), and school supplies (95.1%). Parents said they are planning to spend an average of $205.31 on apparel, less than the $219.46 they allocated last year. Consumers will also spend an average of $88.54 on shoes and $81.83 on school supplies.
Consumers in the Midwest, who spent more on average last year than any other region at $571.67, are expected to spend only $404.68 this year. The South will also see a drop in average spending, from $535.53 in 2004 to $434.09 this year.
Consumers in the Northeast, who spent an average of $435.37 last year, plan to bump up their spending to $513.07. Spending in the West will increase from $381.47 last year to $409.19 this year.
The survey also says that children will spend less of their own money this year on back-to-school items. Parents said their teenagers would be spending an average of $20.47 of their own money, down from $38.51 last year. Tweens will also spend less, with parents saying the average pre-teen will spend $8.12 of their own money versus $9.44 last year.
Discount stores will be a major destination for parents, as 77% will head to a discounter to shop. Consumers will also head to department stores (39.7%), office supplies stores (29.3%), specialty stores (18.8%), and drug stores (14.4%). Others will shop online (13.6%) or through catalogs (4.1%).
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