Jul 28, 2007

Big-box stores are homing in on teachers; They hope discounts will reward and reel in the out-of-pocket spendersBy Purva PatelChron.com

The back-to-school season often has parents scouring ads for discounts and promotions on school supplies.

But teachers are looking for discounts, too. And major retailers are starting to focus on this market, since teachers often end up paying out of pocket for some, if not many, of their classroom supplies.

Some offer teacher discounts, others have created loyalty programs, and others will offer rewards to a designated school if teachers shop there.

“These retailers are recognizing teachers are spending a lot of their own money, and they’re looking for a way to both reward teachers and get some of that back-to-school shopping to their stores, instead of the independent teacher supply stores,” said Adrienne Watts Dayton, vice president of marketing for the National School Supply and Equipment Association.

Teachers spent an average $552 of their own money on supplies in 2006, according to a survey by the association. That’s up from an average $458 during 2004.

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