Back to school shopping is in full swing. Researchers expect spending to reach nearly $84 billion this year, after flat sales last year.
Researchers say parents with children in grades K-12 are expected to spend an average of $688 this year, compared to $603 last year.
Researchers say college families will spend $907, up from $808 last year, for that combined total of nearly $84 billion.
If you're looking to save money, you are not alone. Eight in 10 Americans say the economy will impact their school and college spending plans. So the NRF expects retailers to push sales right through Labor Day, rolling out web, in-store and even mobile promotions.
Here's a look at where consumers are shopping. Discount stores top the list. The NRF survey shows how more than two-thirds of shoppers, a record number, will visit discount stores.
Department stores are next, followed by clothing stores and office supply stores.
A record number of shoppers, 40%, will also go online for back to school deals.