Nielsen survey: Back-to-school forecast modest

New York City Nielsen released its Back to School Forecast on Tuesday, suggesting a modest shopping season awaits for the $2.5 billion office- and school-supply category.

Among the findings, Nielsen is forecasting a dollar sales rise of 0.4% to 1.3% to $2.17 billion, less than 2008’s performance. Unit sales are expected to drop to 1.18 billion, down 5.5% from a year ago.

According to James Russo, VP, Global Consumer Insights at Nielsen, “Winners this season will be retailers who offer strong discounts and appeal to the consumer’s desire for savings and value.  Look for gains from supercenters, dollar stores, drug stores and to a lesser extent, club and grocery stores.”

Retail outlets covered by Nielsen included food, drug and mass merchandisers, including Walmart. Figures do not include dollar stores, online sales or office-supply retail chains.