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Back-to-school shopping off to a later start


PORT WASHINGTON, N.Y. This year's back-to-school shopping season will get 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%, or one-fifth, told NPD they will have begun their 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."

Acccording to the survey,  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. 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," said Cohen.

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