Philippe Huguen | AFP | Getty Images
If retailers were hoping that the back-to-school shopping season would inspire consumers to spend more, they’re going to be disappointed.
A new survey from Deloitte suggests spending during the second busiest shopping period of the year will be about flat with year-ago levels. Consumers shopping for back-to-school clothing, school supplies and electronics for children in grades K-12 are expected to spend $27.8 billion this year, up just 1.8% from 2018, the survey found.
Households will average $519 a student and spend 54% of their budget on clothing and accessories, generating $15 billion in sales, according to the survey, which polled 1,200 parents who have at least one child attending school in grades K–12 this fall.
For students going back to college, parents will spend $25.1 billion, or $1,362 a student, which is up 2.4% from last year, according to separate poll of 1,025 parents of college students.
“Generally the consumer feels pretty good…