Electronics, Dorm Furnishings Focus of Back to College Shopping
Spending on school items for K-12 students is expected to climb this year, but spending on college items is expected to remain nearly unchanged from 2009. NRF's 2010 Back to College Consumer Intentions and Actions survey, conducted by BIGresearch, found the average college student's family will spend $616.13 on back to college products. Students and their families spent slightly more last year, an average of $618.12.
Technology is the focus of back to college spending once again this year. College students and their families will spend the most on electronics. The average family will spend $236.94 on computers, cell phones, MP3 players, cameras and other electronics. Other expenditures include shoes ($62.20), collegiate branded gear or supplies ($36.26) and school supplies ($62.91). College students will spend more on dorm or apartment furnishings this year. Families are expected to spend an average of $96.94 on bedding, microwaves, small refrigerators and chairs - a 21% increase from last year's average of $80.06.
The survey found that just over half (51.8%) of college students will live with parents, down from 58.5% who lived at home last year. Those staying at home obviously don't need to spend very much new money on home furnishings. Nearly one-quarter (23.0%) of students will live off campus in an apartment or house, 18.8% will live in a dorm room or other college housing and 2% will live in a sorority or fraternity house.
The survey found one-third (33.1%) of college shoppers will start shopping one month before school starts, with 23.2% preferring to wait a bit longer and go one to two weeks before school starts. One in five (20.2%) will start at least two months before school starts, 12.6% will wait until the week school starts and 10.9% will go after they've already started school.
