With the economy still feeling unsteady, consumers plan to spend just about as much as they did last year on back-to-school purchases, reports the NPD Group. But marketers from Timberland to Macy's to
Walmart are out to increase their share.
Timberland, for example, is rolling out a boys', girls', and infants' line this fall, in a new agreement with the Parigi Group. (The company has
designed childrens' duds for such marketers as Puma and DKNY.) Macy's is expanding its Material Girl collection, adding beauty products, denim and bedding, as well as its Jessica Simpson and Tommy
Girl offerings. K mart is wooing shoppers with a new "Epic year, epic you" contest. And Walmart just kicked off its season with a "The list – for less" effort, which includes online bargains and
free shipping.
But the competition is going to be tough, with moms determined to hold the line on expenses. According to NPD's annual Back-to-School Spending Intentions Report, 40% consumers
plan to spend the same as they did last year, 38% plan to spend less, and 22% plan to spend more—exactly mirroring the poll from the year before.