news-record.com

RICHMOND HEIGHTS, Mo. — Brittney Thomas, 15, was used to her grandma dropping a thousand dollars at her favorite stores in the Galleria for her back-to-school wardrobe.

She was in for an expectation adjustment this year.

"We've got to cut back," Jerrie Taylor, 63, of St. Louis, Mo., told her before they stepped foot into the mall.

She bought fewer jeans, fewer shoes and paid closer attention to sales. They spent less than $400.

Brittney said she "sort-of" understood her grandmother's reasoning and was resigned to live with it.

Retailers are bracing themselves for more and more conversations between teens who have champagne tastes and parents on a beer budget.

Four out of five Americans say the Great Recession has impacted how they will shop for back-to-school. Many are spending less, using coupons, buying generic brands and hunting for discounts, according to the National Retail Federation. Overall back-to-school sales is expected to decline 7.6 percent compared to last year.

Such frugality was reinforced Thursday when reported national retail sales for July dropped unexpectedly (0.1 percent from the previous month). The bleak figures reinforce worries about whether shoppers will be able to spend enough to help an economic recovery take hold.

The back-to-school season, which started in July and continues through Labor Day, is a critical time for retailers, second only to Christmas. Shoppers are clearly scaling back, and that is forcing retailers to be cautious in the months ahead as Americans embrace frugality.

This year, in addition to the fights about what not to wear, parents can expect a few more battles about how much is too much.

Leigh Thorne, 37, drove to St. Louis from Cape Girardeau, Mo., with her 11-year-old daughter, Morgan, to take advantage of the recent tax-free weekend.

"I have to have jewelry that goes with every outfit," Morgan said. "I love jackets and capris."

Her mother came armed with a 40 percent off coupon for her daughter's favorite store and a budget.

"I was not a huge coupon person, but now, I'm all about the coupon," Thorne said.

This year, she plans to spend about $500.

"In past years, we did not come with a limit," she said. Thorne is sure there will be at least one showdown in the dressing rooms.

Discount retailers, such as TJ Maxx and Marshalls, are anticipating battles over brands, and a new radio spot features a boy telling his mother: "If I can't get those jeans, my life is basically over."

The announcer deadpans: "This back-to-school season, countless teen lives will be fake ruined if they can't wear expensive mall labels." (TJX Cos. reported sales rose 5 percent for the four-week period ended Aug. 1 as compared to the four-week period the previous year.) Even fake ruined lives can be hard to take.

Susan Klement, 38, of Webster Groves, Mo., started hearing a list of must-haves a month ago from her 11-year-old daughter, Sabrina. On the list: A whole new wardrobe. Susan pointed out that she had perfectly good clothes hanging in her closet.

"But, those are last year's clothes," Sabrina said.

"Some of them still fit," her mother responded.

"But, I need_," her daughter started.

"No, you don't!" her mother, cut her off. Susan said she planned to spend half as much as she spent last year at back-to-school time.

Jim Fay, co-author of "Millionaire Babies or Bankrupt Brats: Love and Logic Solutions to Teaching Kids About Money," says a child as young as 6 years old should be taught about budgeting and making choices. Older children can be told they are getting a set amount and instructed to spend it the very best way they can. Instead of saying no constantly, parents can tell their children to put their wants on a "wish list." They can take a day to price out their wish list at various stores and then prioritize which items fit their budget.

If they end up with one new outfit for the entire year, the key is for parents to provide genuine empathy but resist the impulse to rescue. Give them the expectation that they are smart enough to figure it out, and be prepared for children to test you, he said. He suggests having some responses ready no matter what your child throws at you, such as:

"Oh, I love you too much to argue," or "I know, it's hard."

Most important, he says: "Whatever you do, do not listen to their rhetoric."