Stores see supply shopping surge

Denise Skoufin is done shopping for her children's school suppliesalmost a month before the school bell will ring.

"Believe it or not, I want to do it ahead of time," said Skoufin,a Syosset, N.Y., resident who was finishing back-to-school shoppinglast week with her children. She said she wanted to prepare forschool earlier this year to make sure supplies did not run out.

It's back-to-school season, which starts earlier and lasts longerthan in years past. Scott Krugman, spokesman for the National RetailFederation, said most spending is done in August, and finishingtouches are made in September.

"The spending power and influential power children have on theirparents' decision are huge," he said.

Back-to-school hits kids from 5 to 21. Clothes are a majorpurchase for kids since their sizes change.

According to a recent NRF survey, a new wave of shoppers arebuying school supplies with just the click of a mouse. More than 14percent of students plan to use the Internet in back-to-schoolshopping this year.

Families spend on average $455 on back-to-school clothing andsupplies in cyberspace, catalogs and stores, 12 percent more than in1998, American Express reported. Kids contribute $113 to theshopping budget, and parents $342.

Krugman said school supplies rate first on the list for gradeschool students.

"Young kids don't care so much about Tommy Hilfiger or Gap, but iftheir pencil cases don't have Disney's Tarzan on them then they mighthave problems," he said.

Looking to buy a backpack from the latest show or a Barbie lunchbox? Pokemon and pro wrestling merchandise - lunch boxes, erasers,milky pens and pencils and more - are selling well at Toys R Us thisyear.

"It's important to have the right merchandise to help our youngguests start off school on the right foot," said Randy Turner, Toys RUs regional sales marketer.

Turner said back-to-school shopping starts earlier each year.

"Back to school is not the way it used to be," said Irma Zandl,president of the Zandl Group, a Manhattan-based consulting firmspecializing in trends of young consumers.

It's become more extravagant, more expensive and more time-consuming.

The basic items are bought before school begins, but the fashionconscious wait to see what styles their peers are wearing.

Michele Jasukaitis, director of fashion publicity for Kmart, saidfamilies make several trips to complete their purchases.

She said Kmart has deals with schools requesting uniforms forkids.

Barri Faigen said a tremendous number of college students hit BathBody & Beyond to meet their shopping list. The store offers ageneric checklist for college-bound students.

Popular items from the chain's busiest time of year consist ofextra long sheets for dorm beds, crates for shortage and totes forthe bathroom.