The school products market has grown at annual rates from six to seven percent since 1997 and is expected to grow by seven to eight percent in 2002. Industry experts attribute the trend to several factors including increase in school enrollment; greater emphasis on trendier, more fashionable products; rising use of technology in school-related products; increase in the number of schools, and an increase in both the number of teachers and their out-of- pocket spending.

Figures from the U.S. Department of Education show that overall school enrollment has increased by 13% from 1990 to 2000, with elementary and secondary school enrollment up 14% in the same time period, with more than 68 million students projected to have enrolled in fall 2000. Additionally, the number of elementary and secondary schools in the U.S. has increased by over 7,500, or seven percent, in the same time period.

These trends contribute to growth in the school products market, because not only are the number of buyers/consumers of school supplies increasing, but the dollar amounts being spent by the end-user is increasing as well. In 2000, the average household spent $152.60 for back-to-school supplies, as compared to $150.80 in 1999, and $142.60 in 1998.

According to SHOPA President Steven Jacober, "We are seeing that students want to buy more upscale products that are differentiated by attributes like color, patterns and textures, and designs. Likewise, there appears to more demand for translucent products -- from clear backpacks to florescent colored pens with see-through plastic casings."

"Technology also is having a tremendous impact on the learning environment. We are seeing more learning software, CD products, and multi- media learning tools being purchased for the classroom and in the home," Jacober noted.

With more students and more schools, the number of teachers also increased by over 18% from 1990 to 2000. It is projected that there were 3,252,000 teachers in 2000.

While parents continue to spend more on back-to-school supplies, it is the amount that teachers spend out-of-pocket that represents the largest increase, as many school districts nationally have been attempting to cut costs in areas such as supplies and materials. In a study done by the National Education Association, teachers averaged $408 on out-of-pocket spending for school and teaching supplies, totaling approximately $1.3 billion in 2000.

Other Emerging Trends From SHOPA's Report:
In addition to the growing number of students, schools and teachers, the market for school and computer supplies continues to be impacted by several other emerging trends: year-round schools, homeschooling, and charter schools.

Year-Round Schools
Enrollment in year-round schools has grown at an annual rate of 8.39% since the 1994/1995 school year, with a total of 2,875 schools now operating on a year-round schedule.

Year-round schools are one of the emerging trends in education that the School, Home, and Office Products Association (SHOPA) is tracking because it impacts the purchase of school and office supplies. The impact is felt in a regional shift in the traditional back-to-school shopping season.

According to SHOPA's recently released State of the Industry Report, 80% of the 2,875 year-round schools in existence are elementary schools, 16% secondary schools and the remaining 4% other school types such as vocational, special, adult, etc. Two-thirds of all year-round schools are represented by three states: California; Texas; and Arizona.

Charter Schools
In the 1992/1993 school year there were only two charter schools in the United States. By the 1999/2000 school year there were approximately 1,484 charter schools open, with over half of those schools beginning operations in the last three years.

According to SHOPA's recently released State of the Industry Report, charter schools, which are defined as state legislated, legally independent, innovative, and outcome-based public schools, have grown at a rate of 157% annually.

The factors driving this trend include an attempt to find better educational approaches, the ability to tailor education to local situations and the need for increased accountability in public education.

A few states hold the majority of charter schools. Fifty-eight percent of all charter schools are in five states: Arizona (222 schools); California (210 schools); Michigan (146 schools); Texas (168 schools); and Florida (109 schools).

Homeschooling
In the last 20 years the number of homeschooled children has grown to 1.7 million from just 10,000 in 1980.

Homeschoolers are likely to purchase products such as teaching aids to assist in their child's learning process. Sales of traditional product purchases are hard to capture.

According to SHOPA's State of the Industry Report, the primary reasons fueling the growth in home education are the transmission of a distinct set of beliefs and values to children, close family relationships, the desire for controlled and positive peer social interactions, quality academics, alternative approaches to teaching and learning, and the physical safety of children.

Homeschoolers are more likely to be from families with an annual income of $50,000 or more. They are also likely to have a college education and a traditional family (working father, stay at home mother). Homeschoolers tend to be Caucasian and come from large families with 34% having four or more children.