Editor's note: This article appeared in the August 27, 2008, edition of Quirk's e-newsletter.

Seventy-one percent of U.S. mothers said they plan to spend less on back-to-school items this year, and almost half (48 percent) plan to reduce their household spending by more than $100. In addition, consumers will change where and how they shop, according to research conducted by Deloitte & Touche, a New York professional services company, on behalf of the Marketing to Moms Coalition.

Back-to-school spending in 2008 will be modestly higher than last year, with an 8 percent increase over last year's spending levels, at $484, compared with $449. While consumers will continue to buy supplies, such as paper, pencils and notebooks (95 percent), clothes (92 percent), shoes (86 percent) and backpacks/book bags (68 percent), many indicated that they intend to cut back on these purchases. More than eight in 10 said they will spend less on clothes, while 48 percent said they will spend less on shoes and 30 percent said they will spend less on backpacks/book bags. Almost one-third said they will spend less on supplies.

Ninety percent of respondents said they will likely change the way they shop for back-to-school items this year. Changes include:

  • 79 percent will buy more back-to-school items on sale;
  • 70 percent will buy only what the family needs;
  • 68 percent will buy more lower-priced items;
  • 53 percent will use more store coupons;
  • 46 percent will shop at different, less-expensive stores than usual; 
  • 45 percent will put off buying certain items for as long as possible; 
  • 33 percent will buy more private-label items; and
  • 27 percent will research more products online to find the best price.

The vast majority of consumers (88 percent) will do their back-to-school shopping this year at discount/value department stores. Almost four in 10 will shop at dollar stores, and almost one-third will shop at office supply/computer stores.