VALLEY FORUM: Ready for Back-to-School Shopping? For people with school-age children, late summer and early fall are always a busy shopping season. Retailers, however, are reporting their back-to-school sales this year are down compared to previous years. So, the San Fernando Valley Business Journal asks: Have your back-to-school shopping patterns changed this year? Douglas Kolker President Sandler Sales Institute Encino Our two daughters start a new school next week and we’re shopping and spending more than ever. We recognize our good fortune in being able to do so. Daniel L. McConaughy Director Cal State Northridge Family Business Center Northridge My daughter returned to 12th grade this year. The clothes buying was only for what she needed. It was not as big a shopping experience as in years past. We did however, get her a Dell computer and HP printer, which we figure will get her going in college next year. Eve M. Kurtin Managing Director Pacific Venture Group Encino I have two children going back to school and our shopping both for clothes and supplies are equivalent to past years. Richard Hartzler Realtor Coldwell Banker Encino The reason back-to-school sales are down is because of online shopping, places like Ebay, Amazon, etc. Severyn I. Aszkenazy Principal Pueblo Contracting San Fernando Our spending will be normal when it gets started. School starts after Labor Day and, with supplies and clothing to buy, even the grandparents get involved. School uniforms require that two wardrobes be purchased and designer-labeled clothes become a requirement for 14-year-olds. With growth spurts, up-to-the-minute fashion trends and last-minute clearance sales, holding out is a strategy. All the excitement of school starting makes me want to be 14 again. Josh Barinstein President/Creative Director Eclectic Multimedia Newbury Park One thing my wife points out is that fashion hasn’t changed that much from last year, therefore older clothing is still in style. Additionally, it hasn’t been a particularly hot summer, so there’s less of that contrast in going from warm weather clothes to cold weather. The post-9/11 economy has certainly contributed to shopping patterns. In our case, as business owners, we are seeing budgets being cut everywhere, therefore it gives us a sense of “tightness” out there that impacts how well we think we’re doing. I say “think” because I feel that it’s mostly fear. I would argue that things aren’t really so bad, it’s more that we’re still reeling from the terrorist attacks (and a pre-9/11 economy that was heading down) and afraid of what the future might hold. Christopher M. MacIntyre Vice President, Marketing and Business Development Coffin Communications Group Sherman Oaks My 11-year-old started fifth grade today, and my 17-year-old starts college next week. Our family, like most, has been substantially affected by this 2-year-old Zoloft-bereft economic condition. As a result, we have been quite selective about what we buy and where we buy it. We have focused on no-frills necessities and purchased “previously owned” whenever possible. Of course, not wanting to get my youngest beat up on the first day of school, we did spring for a Tony Hawk backpack to replace the Pokemon one.
