In the summer of the most severe recession in decades, Kimberly Ben’s four kids all want new bikes. But the Atlanta family is already recycling leftover school supplies and shopping at Dollar General and other discount stores it would never have visited in the past.
“Right now I’ve had to tell them … ‘We’ve got to hold off,’ ” Ms. Ben says, “because we’ve got school starting.”
Over a third of parents plan to cut back on back-to-school shopping this year, according to a back-to-school survey released Tuesday by America's Research Group, a consumer-research firm, and UBS Global Equity Research, an arm of the Swiss bank. More are going to Wal-Mart and asking their kids to wear last year’s clothes. They're looking for sales, and less than 2 percent say they will pay full retail price for their school supplies. But how should parents tell their school-shopping kids that they need to cut back?
Some appear to be avoiding the question. Nearly a third of parents are not taking their kids along to stores, up from 10 percent in 2008, according to the survey. Surveyors see this as a sign of parental muscle-flexing in buying decisions.