The most popular back-to-school retailer is…

New York -- A survey released Monday is in line with other reports that consumers do not plan to spend more this year on back-to-school supplies than they did last year. The survey also lists the 10 most popular retail brands for back-to-school purchases.



Target ranks as the most popular retail brand for back-to-school purchases, just ahead of Walmart, in the 21st annual Back-to-School survey by Brand Keys, the New York-based brand loyalty and emotional engagement research consultancy. Macy’s, CVS and Best Buy round out the top five.



"It would appear that their (Target’s) return to a 'cheap chic' positioning is working," said Robert Passikoff, Brand Keys’ founder and president Passikoff.



For e-tail brands, Amazon.com took the top spot, followed by Walmart.com, Target.com, Kohls.com and Macy’s.com



The report shows households with school-age children (pre-school through 12th grade) are planning an average spend of $650 (versus 2014's $652).



In other findings:

• Nearly 50% of consumers indicated they had already bought and stockpiled necessities and supplies for the first day of school before August, up 15% over last year. Another 30% indicated they would wait for the 'Summer Sales.' The remaining 20% are waiting until the last minute.



• Bigger ticket items, like tablets smartphones and computers, which in years past had traditionally been purchased at the start of the school year, are now purchased throughout the year.



"Parents aren't upgrading a mobile device just because classes are starting," said Passikoff.



• Average anticipated spending in all major back-to-school categories reflect similar spending levels as last year:



Clothing: $270

Shoes (athletic & dress): $120

Supplies: $80

Tablets/Smartphones: $160

Books/Study Aids: $22