The pandemic has dragged into the new school year and has extended to the back-to-school shopping season. Parents are buying less dressy clothes and more basics for their kids, while purchasing more masks, other protective equipment and electronics.
NEW YORK — For Michelle Lynn England, back-to-school shopping always meant heading to Target and the local mall with her two girls and dropping about $500 on each of them for trendy outfits.The Charlotte, North Carolina, woman cut her spending on clothing in half for her 10-year-old and 14-year-old and instead spent more on masks and other supplies as a surge in coronavirus cases forced her school district to extend online learning through the fall.
“We are definitely seeing a delay,” said Jill Renslow, senior vice president of the Bloomington, Minnesota-based Mall of America, which reopened in mid-June with social-distancing protocols. “People just don’t know what they need.” College students and their families are expected to spend a total of $67.7 billion, up from $54.5 billion last year and potentially breaking the record of $55.3 billion set in 2018, according to the trade group.Neil Saunders, managing director of research firm GlobalData PLC’s retail division, projects $26.4 billion in spending for elementary and high school, down 6.4% from 2019. Back-to-college spending should fall even more, with sales down 37.
John Fleming, interim CEO at Warrendale, Pennsylvania-based Rue21, says sales now look like a “COVID map.” Stores in states that have experienced surges in new coronavirus cases report sales declines, while the Northeast, where infections have flattened or declined, has seen sales increases.
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