What's more, nearly a one-quarter -- 24.9% -- actually plan to spend more money than last year, according to a study of some 2,100 households with children attending elementary school, middle school, high school, or college.
Online or off, how much do parents plan to spend? About half -- 48.6% -- expect to spend more than $250 on each child for back-to-school.
When do they plan on spending? Almost two-thirds -- 63.6% -- of back-to-school shopping is done in July, August or September, with August accounting for 38.6% of the total, according to Burst.
Separately, Burst has launched a "back-to-school" vertical ad network made up of 125 sites catering to moms, teens, and college students. The network, according to Burst, delivers 246 million impressions and 73.6 million unique views monthly.
"Brand advertisers are seeking the most cost-effective ways to reach key purchasing decision makers," said Don Byrnes, EVP of media sales for Burst. "The Burst back-to-school network achieves this targeted reach with one single online media buy."