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Back to School Shopping Going Online

The normal back-to-school visits to the mall to outfit the kids in new gear and school supplies is changing. This year the trend is towards more parents doing their back-to-school shopping online. In a recent survey of mothers conducted by MedeliaMonitor for PersonalShopper.com, more than half the respondents said they will be doing their back-to-school shopping online.

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According to the survey, the three main frustrations with shopping in retail stores were:

1. Keeping within budget (64%)
2. Getting done within limited time (42%)
3. Selection and availability (30%)

A larger survey of shoppers by BIGresearch for the National Retail Federation found that only 15.2% plan to shop online for back-to-school items this year. This compares with 72% saying they would shop at discount stores, 53% at department stores, 35.8% at office supply stores, 30.9% at specialty stores, 16.3% at drug stores, and only 5% from catalogs.

According to comScore Media Metrix 85% of women 25-54 with children online shopping is routine. They visit sites ranging from services (96%) to retail (85%) to entertainment (81%.)

For women ages 25-54 with children, online shopping is a common activity. In March 2006, 85% of women in that group visited the retail category of sites, according to comScore Media Metrix.

A survey of 34,000 shoppers by the NPD Group found that about 40% of back-to-school shoppers start before August 1, and 56% between Aug 1 and Sept 1.

Most back-to-school spending in the U.S. will be on clothes and accessories -- $7.6 billion -- with electronics and computer-related equipment at $3.8 billion, shoes at $3.3 billion and school supplies at $2.9 billion.

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