The start of school is still weeks away, but many people have already begun their back-to-school shopping. And this year’s lists are longer, and glitzier, than in years past.
Families with school-age children are set to spend an average $688 (Dh2,527) per child in the US, while the total for college students is much higher, at $1,051 on average, not counting another $1,347 on college supplies, according to a survey by Deloitte.
Overall back-to-school spending is expected to rise 10 per cent to $83.6 billion, says the US National Retail Federation.
Nearly half of all shoppers say they’re planning to buy a laptop, while roughly a third will spring for a tablet. Shoes and school supplies are expected to see the highest increases in spending as consumers look for light-up sneakers, glittery notebooks and anything emoji-encrusted.
Here, retailers and analysts weigh in on the season’s biggest trends.
Tech-y clothing
Cargo shorts, jeans, hoodies and even school uniforms are being reconfigured to accommodate mobile phones and tablets. Retailers such as Vera Bradley and Herschel Supply Co. have laptop-friendly backpacks with cord compartments and headphone ports. “This is about function seeping into fashion,” shopping analyst Trae Bodge says. “Younger and younger kids are taking smartphones and laptops to school.”
Millennial pink
The It colour for 2017, Bodge says, is “an ironic pink”. The muted shade is cropping up everywhere — on clothing, couches and ceilings, even Jaden Smith’s head — and now it’s taking over school supplies. “It’s definitely the year’s big trend,” agrees Petter Knutrud, Head of Merchandising for Office Depot. “Notebooks, pencils, folders, erasers. We’re seeing it across multiple departments and designs.”
Bodge expects it to remain a popular shade for clothing and hair dye in the coming year. “The big thing about millennial pink is that it isn’t too girly,” she says. “This isn’t the classic bubble-gum pink a lot of girls have turned their backs on.”
Laptops for work and play
Students are increasingly “studying by day, gaming by night” and want a laptop that can do both, says Knutrud. This year, Office Depot is stocking its stores with lightweight laptops that can be lugged from class to class and then used for high-performance video games in the evenings. “It used to be that you needed a mammoth clunky laptop for gaming. Now you can do it all in one daytime-acceptable device.”
Flashy sneakers
This year’s sneakers are awash in neon colours, sequins, pom-poms and flashing lights. “Kids have limited ways to express their personalities,” Bodge says. “That’s where bright and exciting sneakers come in.” One example: Skechers’ Twinkle Toes line, which includes light-up sneakers covered in neon-coloured cats, glitter emojis, metallic sequins and iridescent unicorns. Some also have pom-poms, rhinestones and 3D flowers. Other executives are banking on Flashlights, a line of high-top sneakers with light-up soles, to rack up an expected $25 million in back-to-school sales.
Accessories for everything
It’s not just sneakers that are getting an over-the-top facelift this year. Retailers say add-ons such as pom-poms, stickers and emoji icons are making their way on to everything from notepads to pencil pouches.
“How do you take the everyday stuff you use and make it more you? That’s the big question this year,” Knutrud says. “A notebook can’t just be a plain notebook anymore. It’s got to have little doodahs.” To that end, Office Depot has begun adding special displays of accessories — keychains, charms, pencil toppers, doughnut-shaped erasers — throughout the store. And for the high schooler looking to spruce up a dingy locker: This year’s offerings include chandeliers, light-up mirrors and shag rugs, all made to fit in a standard locker.
— The Washington Post
