Back-to-school spending to reach $18.4 billion

WASHINGTON Total back-to-school spending this year is expected to reach $18.4 billion, according to the National Retail Federation’s 2007 Consumer Intentions and Actions Back-to-School survey, conducted by BIGresearch. The study found that families with school-age children are expected to spend $563.49 on back-to-school merchandise, up 6.9% from last year’s $527.08 average.

According to the survey, the electronics category will see the biggest increase in sales this year, with families spending 13%  more on electronics than last year ($129.24 vs. $114.38). Footwear will also see a higher-than-average sales increase, with sales expected to rise 10.3 percent over last year ($108.42 vs. $98.34). Families are also expected to spend $94.02 on school supplies, up from $86.22 a year ago.

Though the majority of shoppers will be purchasing clothing and accessories this year (95.4%), spending in that category is expected to be flat, with consumers spending an average of $231.80 on those purchases, similar to last year’s $228.14. Clothing and accessories remains the largest spending category at $7.6 billion.

“Electronics have evolved from luxuries to necessities, not only for college students but also for their younger siblings,” said NRF president and ceo Tracy Mullin. “While some students may be pleading with mom and dad for an iPod or a cell phone, parents are also investing in desktop or laptop computers, educational software and printers to support their children’s learning.”