Back-to-school spending expected to increase in 2009

Small businesses and retailers concerned with their working capital may soon see some relief, as a recent survey by Deloitte found that consumers will be guarding their spending a little less intensely this back-to-school shopping season.

The survey found that 64 percent of consumers plan to reduce their spending on back-to-school items this year, compared to 71 percent who did so in 2008.

Discount and value department stores will likely see the largest boost in sales, with 90 percent of respondents indicating that they will be doing their shopping at those stores, compared to 40 percent at dollar stores and 29 percent at office supply stores.

Economic conditions are impacting consumer shopping habits in more ways than just budget, as consumers look for ways to stretch the money they do spend.

The survey found that 74 percent of consumers will buy more products on sale, 64 percent will choose lower-priced versions of items and 55 percent will use more store coupons.

"Consumers may be casting a glimmer of hope for retailers, but the survey results indicate that value will top their shopping lists this year," said Stacy Janiak, vice chairman of Deloitte. "Retailers' principal marketing strategies should include coupons, sales and loyalty programs."

The Deloitte survey is in line with the latest Bureau of Economic Analysis report, which found that consumer spending increased by 1.4 percent this quarter.