Print in the Mix
Print Ads Top Source for Back-to-School Shopping

The National Retail Federation’s “2010 Consumer Intentions and Actions Back to School” survey, conducted by BIGresearch, finds that the combined K-12 and college spending for 2010 will reach $55.12 billion, serving as the second biggest consumer spending event for retailers behind the winter holidays.

The average American family with school-aged children will spend $606.40 on clothes, shoes, supplies and electronics, compared to $548.72 last year, and close to the $594.24 in 2008. Total spending on children in grades K-12 is expected to reach $21.35 billion.

The average college student’s family will spend $616.13 on new apparel, furniture for dorms or apartments, school supplies and electronics. Students and their families spent only slightly more last year ($618.12). Total spending on back-to-college merchandise is expected to reach $33.77 billion.

The economy continues to play a role in back-to-school preparations. Consumers are doing their homework—comparative shopping using coupons more, circulars and newspaper ads leads online for back-to-school and back-to-college purchase decisions.

To read this Print in the Mix Research Summary and other print market research studies, go to Print in the Mix is a free and easily accessible clearinghouse of research on print media effectiveness, published by the Printing Industry Center at RIT and made possible by a grant from The Print Council (

Dayton, OH-based Industramark, a Standard Register business unit, has hired David Warns as vice president of sales. He most recently served as a zone sales leader for AutoZone’s commercial (B-to-B) business.

Padgett Printing press operator Benito “Benny” Paredes recently celebrated his 30th anniversary with the company. A celebration was held to honor Paredes and recognize his commitment and hard work.

George Meding has joined the sales team at Hauppauge, NY-based Disc Graphics. Prior to joining Disc Graphics, he developed and managed packaging sales to Disney, Universal and Sony Pictures during a 30-year career.

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