Back-to-School Sales Seen Up Despite Tepid Economy

It’s that time of year again when pint-size customers and their families scour stores in search of that perfect first-day outfit and the hottest school supplies at prices that won’t burn a hole through parents’ wallets.

This season, shoppers are ready to hit the racks again, and nearly nine in 10 plan to spend the same or more on back-to-school shopping, according to a survey from Deloitte released
Tuesday.

The survey, commissioned by the consulting group, was conducted by an independent research company between July 5 and July 12. The survey polled 1,134 parents of children in grades K-12.

“What really stood out to me is I think I had an expectation that consumers would be a little more glum than they turned out to be,” said Alison Paul, vice chairwoman at Deloitte and the retail and distribution sector leader.

Deloitte's poll follows a similarly upbeat survey from The National Retail Federation that indicates that the average person with children in school will shell out about $688, a 14-percent increase from last year.

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