The never-ending back-to-school sale

If it seems like back-to-school shopping starts earlier every year, it’s because it does.

Projections from the National Retail Federation show that families are expected to spend less — on average, more than $630 per family this year — on back-to-school supplies, clothing and electronics, adding up to nearly $27 billion. Combine that with back-to-college spending and shoppers will spend an estimated $72.5 billion this year, according to the NRF.

Tom O’Guinn, a marketing professor at the Wisconsin School of Business, says the big business of back-to-school will likely continue to grow with advertisements appearing earlier every year.

Q: Has the push for back-to-school sales started earlier or does it just seem that way?

Tom O’Guinn: Virtually all ad “seasons” have been stretched pretty far. There are many reasons for this, but I don’t think back-to-school media buys are the exception.

Yes, it will get worse. It may get more targeted, so that people like me (childless) may not notice as much. However, if you are blessed with child(ren) … look out, here it comes. Advertisers will track you down like the Hound of the Baskervilles.

Q: How do retailers not offend customers with the early push? Is it any different than during the holidays when shopping season seems to start earlier every year?

O’Guinn: They do offend people, but the industry belief is that the offense is spread across many advertisers and is rather toothless. If little Johnny or Susie need it, mommy and daddy, and maybe Susan and Johnny, are going to buy it somewhere. Name recognition is important in this category, so heavy “mindshare” advertising works pretty well. Truthfully, advertisers fretting about annoying consumers is about as common as politicians worrying about bothering voters with too many TV ads.  

Q: How have consumers reacted to the earlier push for back-to-school supplies and clothes? Has there been a backlash?

O’Guinn: You do pick up expressed resentment in some survey data on this general topic. In the short term? Probably not. The biggest problem — but one that advertisers never do anything about — is the long-term decline in trust in advertising, marketers and business in general. In the last data I saw, advertising professionals rank below almost all occupations, including used car salesmen. (I believe only politicians have a lower trust score.)

Q: Are there strategies you would recommend to consumers to avoid overspending?

O’Guinn: Use a price comparison utility like Price Grabber, buy online, take a list and stick to it, make a realistic budget and stick to it, don’t go to the store when tired, a bit down, or euphoric. If you can, use cash or debit.

If you can avoid it, shop without your child or children present for non-clothing items. Lots of research confirms how persuasive children are in stores. Pay attention: do not talk or text while shopping! You may spend more because you are distracted.

—Lavilla Capener