31 percent of responders said they intended to spend more during back-to-school time in 2012, while 46 percent expected to spend an amount equal to what was spent in 2011. Only 24 percent said they would spend less – down 14 percent from last year.

Respondents claim to be planning spending in traditional areas like schools supplies, apparel, and footwear. However, there are also some surprising categories in the planned spending for this year including electronics and sporting equipment.

According to an NPD Group analyst, shoppers are looking for value in purchases above all else, but plan to listen to their students regarding which items to purchase and why. This means that college students will not only have heavy influence over their own purchase decisions and the purchase decisions of their peers, but will also influence parents’ decisions as well.

It’s not to late for marketing to college students! A full 58 percent of survey responders claim they will shop back-to-school items later than usual this year.

OnCampus Advertising can help you reach a college audience with targeted media strategies to capture consumer spend for back-to-school 2012. We provide you with various media options perfect for this age group including college newspaper advertising, out-of-home advertising on campuses nationwide, online advertising targeted to college students, campus event marketing, email, and direct mail.

Contact us at 617-523-9801 or visit www.oncampusadvertising.com/contact today and let us help with your back-to-school marketing campaign.