"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. The benefits of Internet shopping will help attract more and more shoppers annually."

Among parents polled who used the Internet, they reported online shopping helped them save time, find bargains and find exactly what they/their kids wanted. The survey found that those people who did purchase online, shopped at popular off-line store and catalogue sites 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 who have not made any purchases - and those that have begun purchasing back-to-school items. While the average parent spent $192, parents that have already 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," said Cook. "The good news is there are free tools and information available through Quicken.com to help parents manage their back-to-school spending and purchases throughout the year." To keep parents from spending more than expected, Quicken.com offers the following advice:

• Get organized. Set a realistic budget and stick to it. Personal finance software, like Quicken, can help you easily plan your spending in advance, and help you stay organized. For example, Quicken can help you create a back-to-school budget, and show you how much you have spent on items such as clothes, supplies and electronic items.
• 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. Information about financial responsibility can be found on the Quicken.com Teen Spending Channel (www.Quicken.com/teens). Parents can even set up an Internet shopping account through the Teen Spending Channel where they can monitor purchases and make sure they don't buy items their kids have already bought!

The Quicken Back-to-School E-Commerce Survey, conducted by Bruskin Goldring Research, findings are based on telephone interviews with a random cross-section of 561 adult American parents of children ages six to 17 years old.

QUICKEN BACK TO SCHOOL E-COMMERCE SURVEY

Fact Sheet

On average, American families spent $192 on back-to-school shopping.

Male $215
Female $172

Male $150
Female $235

Male $167
Female $414

Northeast $356
North Central $312
South $301
West $275

Male 1.5%
Female 3.1%

Male 3.6%
Female 2.1%

Under $20,000 14%
$20,000-29,999 28%
$30,000-39,999 37%
$40,000-49,999 52%
$50,000+ 66%