Retail analyst Alison Paul at Deloitte says you may feel "a little under pressure" when back-to-school ads start in July, but "that's just the way it goes," especially with more and more schools starting in August.

Paul says Deloitte's annual back-to-school survey finds consumers more confident about the economy, but that doesn't translate to more willingness to spend. Parents plan to spend an average of $428 on back-to-school, down from about $600 last year.

Deloitte expanded its survey to include back-to-college spending this year, and found that's where the big spenders are. Parents of college students plan to spend an average of more than $900.

Paul says it could signal a shift in emphasis.

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