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by OBJ Staff
Ottawa Business Journal
Aug 31, 2005
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Canadians parents will spend an estimated
$800 million to clothe and equip their 9-to-14 year olds to return to
school this fall.
According to the YTV Tween Report 2005, back-to-school clothing and
supplies will cost an average $316 per child. The report is prepared
by Corus Entertainment, which operates the YTV television channel.
Almost half of tween parents are spending more on their kids this year,
while only 5 per cent of tween parents are spending less than they did
in 2004. Sixty percent of tween parents say they're spending more on
clothes this year, while 48 per cent of parents are spending more on
shoes and school supplies. On the flip side, 31 per cent of parents
say they'll be spending less on computers and software this year.
Peer pressure continues unabated. According to parents, the top ranked
factor for tweens when shopping for back-to-school items was "buying
the same items that their friends have". Buying the most "up-to-date
technology" is more important to tweens than having "the hottest
brand name clothing".
Toronto-based Solutions Research Group developed and conducted the survey
for YTV. Telephone and on-line interviews were conducted in August with
1100 parents and tweens aged 9 to 14.
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