You’ve battled the crowds at the retail chain stores, and the kids are stocked up on notepaper, pencils, binders and folders.
If you’re feeling a little sheepish because the only back-to-school clothing shopping you’ve done was to let your daughter pick out a pair of jeans and your son a couple of T-shirts, you’re in good company.
“What we’re finding is that people are prioritizing and purchasing only what they need,” says Marshal Cohen, chief industry analyst of the NPD Group, a market research company based in New York.
“Consumers are trading off,” he says. “So every dollar parents spend for back-to-school shopping, they won’t spend on something else. In the past, they’d put it on a credit card and worry about it later.”
Chris and Nick Eiten of Highlands Ranch fit the trend of parents who shop selectively.
“I don’t really do back-to-school shopping for clothes,” says Chris Eiten, who has four kids: Zach, 18, Josh, 16, Nicole, 14, and Paige, 11. “I buy clothes and shoes when they need them. When I was a kid, we’d go buy five new outfits. These days, we buy throughout the year, when things are on sale. We’ll buy a coat when one of them needs a coat, and basketball shoes when another decides to play that sport.”
The good news for retailers is that consumers are showing signs of making those purchases. According to tracking by American Express, 80 percent of consumers expect to spend more (39 percent) or the same (41 percent) on back-to-school shopping this year compared with last.
But those purchases will be stretched out for several months, Cohen says, stressing that people are still watching every dollar.
“Parents are going to see if their child can get by for a few months with last year’s backpack,” he says. “And what’s the rush to buy sweaters when it’s 85 degrees out there? Impulse buying is a lost art, across the board, along with conspicuous consumption, which went out even further back.”
Julie Conant of Boulder plans out her shopping throughout the year for 7-year-old Vesper.
“I can’t afford to buy a whole new wardrobe,” Conant says. “She’s grown out of everything, so we’ve had to shop for the essentials. I wait for the sales to happen and try to make it less daunting by buying a little at a time.”
Conant is also a pro at shopping at yard sales and thrift stores.
“It takes more effort, but it’s worth it.”
Her little fashionista is interested in anything with rock ‘n’ roll flair, and she’s loving the season’s cute rompers.
But Conant is buying for her daughter based on need, not want. And that is a philosophy that has swept the nation, Cohen says.
“It’s like this,” Cohen says. “You wouldn’t run out to buy an ice cream cone and set it aside to eat it later. So consumers are realizing it’s just fine to wait until it’s 30 degrees out to buy that winter coat for their child. Plus, about when it gets cold out is when those coats go on sale.”
Studying the trends
Take a look at what the pros say is selling: Michele Casper, spokesperson for Lands’ End, Kate Coultas from J.C. Penney and Kathee Tesija, executive vice president of merchandising with Target, offer these insights:
FOR GIRLS: The feminine touch: Think pink, purple and ivory for popular colors. “And we’re seeing little details like cap sleeves, ruffles and ruching,” Casper says. “Look for lots of woven tops and embellishments.” Skinny jeans are back in style, especially when layered with longer T-shirts, tunics or cardigans. Along with the woven tops, Tesija agrees with another trend that’s very obvious: Ballet flats, especially those with sturdy soles, are tops in footwear this season.
FOR BOYS: Casual, vintage-style clothing is what you’ll see in the schools this year, the pros agree. Graphic T-shirts and plaid shirts are selling well, says Coultas in a written statement. Vintage lightweight cotton jackets are also popular, Casper says. And military styles and hues of black and Army green are still in style.
FOR EVERYONE: Jeans, of course, all agree, especially if they’re skinny or straight-cut jeans. Some of those skinny jeans you see may actually be “jeggings” — a cross between jeans and leggings. “And hoodies are still a hot item for boys and girls,” Casper says. She also notes, as does Coultas, that sales of school uniforms are picking up.
VALUE: More than ever, parents are looking for clothing that will last. “Everyone is interested in price. T-shirts are a good buy, but Mom and Dad are looking for the ones with reinforced seams that will last. They want shoes with sturdy soles.” Most important, Casper says, is that kids want clothing that’s comfortable. “If it’s not comfortable, they won’t wear it.”
