Though vacation has scarcely begun for many youngsters, back-to-school shopping season is almost here. (Sorry, kids.) Burst Media polling this month among parents of schoolchildren found 54 percent plan to spend as much as or more than they did last year on clothes and other supplies. Forty-nine percent said they’ll go online to research and/or buy school products.
There may have been some wishful thinking among the 41 percent who said they’re the “major influencers” on their kids’ school-clothing and -product preferences. Many respondents acknowledged that significant influence is exerted on such preferences by their kids’ friends (37 percent), TV/movies/music (24 percent), advertising (23 percent) and brand names (23 percent).