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School shoppers hit Web
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August 23, 1999: 2:40 p.m. ET
Parents now spend more money on school purchases online than off
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NEW YORK (CNNfn) - Back-to-school shoppers have caught the Net bug.
With about three weeks remaining before school starts in much of the nation, a new study shows that online shopping for school supplies has exceeded purchases made at brick-and-mortar stores.
The average American parent spent $192 on back-to-school shopping while those parents that purchased online spent an average of $203, according to a survey sponsored by Quicken, the maker of personal finance software.
(Quicken is a partner of CNNfn.com, providing this Web site with personal finance tips and tools.)
It's not that more people are venturing online to shop for school supplies, but that those who do spend more money. In fact, only 3 percent of back-to-school shoppers have purchased items on the Web.
"Many surveys have tried to predict how much parents will spend online," said Tony Cook, managing editor of Quicken.com, "The Quicken Back to School Survey results actually show that Americans are prepared to spend more if they can mouse their way to the mall."
Parents who used the Internet reported online shopping helped them save time, find bargains and figure out exactly what they and their kids wanted. The survey found that those people who did purchase online shopped at sites representing the same stores and catalogs that are popular in the off-line world, including Land's End, LL Bean and Toys 'R' Us.
Back-to-School, Back-to-Spending
In addition, survey results show a discrepancy among the average back-to-school expenditures of all American households -- which include those households that have not made any purchases -- and those that have begun purchasing back-to-school items. While the average parent spent $192, parents who already have started purchasing back-to-school items have spent an average of $307.
"Parents are spending a tidy sum to get their kids ready for the new school year and they need to budget carefully," Cook said.
To keep parents from spending more than expected, Quicken.com offers the following advice:
- Get organized. Set a realistic budget and stick to it.
- Plan your shopping in advance. Know what you want to buy and what's on sale before you leave for the mall. Avoid shopping for the sake of shopping and resist any impulse purchases. Don't shop when you're tired, hungry or feel pressured.
- Do next year's shopping this year. Take advantage of post-back-to-school sales and stock up on items you know your kids will need next year. Supplies and merchandise will be drastically reduced and you'll avoid the frenzied crowds next year.
- Watch what your kids are spending money on. Make sure your kids aren't purchasing expensive or inappropriate items for school.
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