The 2014 Brand Keys Back-to-School report card is in: households with school-aged children (pre-school through 12th grade) plan on spending more – an increase of 9%, and an average spend of $655.00. That’s according to 8,300 families with interviews collected by telephone and central location intercept, to account for the surging number of cell-phone only households.
And that’s a fundamental lesson all retailers need to learn.
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