Brand Keys: Back-to-school spending to rise 9%

New York - Households with school-aged children (pre-school through 12th grade) plan to spend more this year on back-to-school necessities with a predicted increase of 9 % for an average spend of $655, according to the 15th annual survey conducted by Brand Keys.

Average anticipated spending in all major back-to-school categories reflect higher levels from 2013:

Clothing: $348 (+16%)
Shoes (athletic & dress) $127 (+15%)
Supplies $ 89 (+13%)
Computers/Electronics/
Tablets/Smartphones: $213 (+12%)
Books/Study Aids $ 18 (+80%)

Preferred retail categories for back-to-school shopping were:

Discount Stores: 99% (+2%)
Online 93% (+30%)
Department Stores: 35% (+25%)
Office Supply: 30% (+20%)
Specialty Retailers 34% (+13%)
Catalogs 30% (-5%)

This year, the top-10 list of most popular retail and e-tail brands consumers mentioned as places they intended to shop included:

Retail E-tail

1. Wal-Mart Amazon.com
2. Target Walmart.com
3. Macy's eBay.com
4. CVS Kohls.com
5. Best Buy Macys.com
6. TJ Maxx Zappos.com
7. Staples Overstock.com
8. Footlocker Gap.com
9. Payless Nike.com
10. Apple stores Target.com

Nearly 35% of consumers indicated they had already bought and stockpiled supplies for the first day of school. Another 25% indicated they would wait for the 'Summer Sales.' The remaining 40% are waiting until the last minute.  

Brand Keys surveyed 8,300 U.S. households with school-aged children.

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