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NPD Annual Back-to-School Spending Intentions Report

In general, consumers indicated that they are feeling better about making purchases for back-to-school. That can be seen in the decreasing number of consumers that tell NPD they plan to spend less. This year 38 percent of respondents said they plan to spend less this year compared to last year's 44 percent.

"We are certainly seeing signs that consumers are willing to open their purse strings," said Cohen, "The fact that more consumers say they plan to spend less coupled with the fact that they say they plan to shop in more stores, 55 percent of respondents told us they plan to shop in more stores this year compared to last year's 53 percent. Those two things point to better results this season."

As with last year's study, consumers tell NPD they are in no hurry to start their shopping for back-to-school. Half the number of consumers this year (3 percent) compared to last year (6 percent) say they have purchased for back-to-school already.

"More and more consumers keep telling us that they are putting off their shopping later and later each year," said Marshal Cohen, chief industry analyst, The NPD Group, Inc. "I would say that this is change in the timing of consumption, more people 'buying now and wearing now,' is part of the lingering impact of the recession."

While consumers' plans indicate a later start to their shopping they still plan to buy and the category that tops most back-to-school shopping lists is school supplies with 74 percent of the study's respondents saying they plan to purchase them. Two categories that appear to be getting this biggest lift this season are apparel (58 percent this year vs. 52 percent last year) and footwear (45 percent this year vs. 39 percent last year).

"This year it is all about freedom on a budget," said Cohen, "The kids are more likely to have the freedom to say which stores they will shop in, but their parents will still keep them on a budget."

While consumers might be feeling a bit better this year they haven't abandoned their quest to find value. The most often given reason for why an item will be purchased this back–to-school season is 'value' with 79 percent, the same as last year.

This year national chain stores are seeing the biggest boost in the number of consumers who say they plan to shop there. This year 33 percent said they plan to shop them, last year that number was 29 percent. Mass merchants, office supply stores, department stores and footwear specialty stores round out the top five.

"The days of buying merchandise well before school starts are gone now. Kids would rather wait to see what the 'cool' brands and styles are before rushing out early in the summer to shop and parents would rather put off spending until their kids will actually wear what they buy," stated Cohen, "...don't mark the back-to-school shopping season absent this year, it will just be a little tardy."

About The NPD Group, Inc.

The NPD Group is the leading provider of reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 1,800 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, commercial technology, consumer technology, entertainment, fashion, food and beverage, foodservice, home, office supplies, software, sports, toys, and wireless. For more information, contact us, visit http://www.npd.com/, or follow us Twitter at https://twitter.com/marshalcohen and https://twitter.com/npdfashion. Become a fan of Marshal Cohen at http://www.facebook.com/npdmarshalcohen and watch him on YouTube.

The NPD Group, Inc.
Beth Boyle, 516-625-4603
beth.boyle@npd.com