• A new national survey shows that parents plan to spend less this year on back-to-school items for their children – an average of $302.11, down from $336.48 last year (10% less); 38.9% cited the uncertain economy and fears about job security (vs. 17% in 2001)
  
• A whopping 51.3% of consumers plan to do their back-to-school shopping at Wal-Mart; this marks the first time a majority of Americans answered with a discount store, and the first time a majority chose the same store
  
• 86% said they plan on buying fewer items; 14% said they planned to shop for cheaper items
  
• Mixed results for The Gap, Inc.: Old Navy was #2 with 30.5% (up from 26.4% in 2001); but the Gap was #5 with 14.5%, down from 15.9% last year
  
• Bad news for marketers, licensed items are not high on children’s back-to-school lists this year
  

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