Back-to-School Shopping Off to Later Start

Port Washington, N.Y. - August 13 - This year’s back-to-school shopping season is off to a later start, according to The NPD Group’s 2007 back-to-school survey. Of those consumers shopping for back-to-school, only 18% told NPD that they had planned to start shopping before Aug. 1.

“I think that result is being validated by what we’re seeing at retail, already,” said Marshal Cohen, chief industry analyst for NPD. ”I think that retailers are keying into this shift ... as witnessed in their early back-to-school advertising.”

According to the survey, about 76% of survey respondents said they plan to spend $500 or less, down 5% from last year.

“Consumers have a budget in mind and go shopping with the intention of spending those dollars,” Cohen said. “This year, in the absence of ‘absolute necessity’ or a ‘must have’ item, the consumer will look for alternative purchases. I think the primary beneficiaries of that will be apparel and footwear.”

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