Tovacarlin Pillows.

Does the early bird get the worm? More than 500 moms of grade-school-aged children surveyed apparently think so.

Early Start

According to the U.S. Census Bureau, nearly fifty five million students will go back to school this year, and mothers are not waiting until the last minute to start their shopping. A 2005 back-to-school survey by Parenting® magazine's MomConnections® unveiled that almost 90 % of mothers begin their back-to-school shopping a minimum of two weeks or more prior to the first day of school-with more than half starting their shopping one to three months in advance. And a lot more than 50 percent of moms state they look forward to taking their kids to buy school supplies.

The basics

"Our moms are utilizing this time to reflect on their youth and to fondly remember when their mothers took them back-to-school shopping," states Cheryl Wilbur, market researcher at Parenting magazine.

So what are moms purchasing? Certain tried-and-true products, like Elmer's Washable School Glue and Glue Sticks, still show up year after year. Mothers say particular brands, like Elmer's Glue, No. 2 pencils and Mead® notebooks, make them feel nostalgic for the first day of school. Most mothers purchase a minimum of 2 bottles of white glue and 3 glue sticks per school year. Other list must-haves include folders, notebooks, lunchboxes, scissors, glue, pencils, rulers and calculators.

College Savings

Mothers are not skimping on school supplies either. "The typical American family is spending around $35 and $50 for each child on back-to-school supplies," Wilbur states. More than 75 percent of mothers say their children require more items for school than they did as kids, with nearly 50 percent of mothers saying their children need a lot more than twice as many supplies.

The good news is that companies such as Elmer's are joining Upromise® to help families save for college while they shop for school supplies. Upromise is a free college savings program for families.

Every time Upromise members make qualified purchases at taking part retailers, they'll receive a percentage of what they spent as college savings. This back-to-school season, Upromise members who buy designated Elmer's or Instant Krazy Glue® products with a Upromise registered grocery loyalty card will get 3 % of their purchase deposited into their Upromise account.

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