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The entire back-to-school market will be a boon to all retailers as Americans are projected to spend approximately $18.4 billion on their children for the upcoming school year, says the National Retail Federation 2007 Consumer Intentions and Actions Back-to-School Survey, cited by marketingcharts.com.

Families are expected to spend an average of $563.49 for school-related merchandise this year, up fron last year's $527.08 average.
 
This is good news for those online marketers serving this demographic, as it is predicted that parents participating in online sales for school-related merchandise will increase from 15.2 percent of parents last year, to 21.4 percent this year - a 40.8 percent increase.

The category expected to increase the most in sales this year is electronics, with a 13 percent increase in spending expected for the year. Other categories expected to increase strongly are footwear and school supplies.
 
The clothing and accessories space will continue to be the largest, but is expected to remain flat this year, with sales showing no noticeable increase.
 
Most online shoppers looking for school merchandise will be parents between 18-34, with almost 33 percent of them having plans to search online for school products.