Parents are opening their wallets for the upcoming academic year, but being selective in what, where and how they buy.
According to a new survey of parents of children in grades K-12 and children entering their freshman year of college by The Rubicon Project, more than a third of all parents (34%) and nearly half of college freshman parents in particular (49%) — have already started back-to-school shopping. Sixty-one percent of all parents plan to spend more than they did last year, spending approximately $917 per child on average. Freshmen parents plan to spend $1,378 per child, almost twice the $684 the average K-12 parent plans to spend.. . . more