MADISON, Wis. — Back-to-school spending is expected to break records this year.

This is great news for shopping malls, which have had a very hard time competing with online shopping.

“People have been missing out on the experience of going with their kids and trying on clothes and laughing,” said Eric Zizich, Marketing Director for West Towne Mall in Madison. “People are hungry to get back to that. They want to send kids back the right way with the electronics and clothes. That’s what we’re seeing.”

More foot traffic inside the West Towne Mall is good for every business in and around it.

According to the National Retail Federation, back to school shopping is the second largest shopping period behind the winter holidays. But it’s one when many stores hold their own against online competition. 

“We’re very buys across the board,” said Nate Walsh, Manager of Trade Home Shoes at West Towne Mall. “This year is great because we have a lot more kids shoes than we did in the past.”

Of all the things needed for back to school, shoes are one of the most popular purchases. The National Retail Federation estimates that 94% of back-to-school shoppers will buy new shoes. That’s more than pre-pandemic levels. 

With inflation causing higher prices for nearly everything, more families are seeking good deals this year.

“We have a lot of sales going on,” Walsh said. “Buy one, get one half off for certain brands, and 20% discounts on others. It’s a fun time because get to meet a lot of new people that we don’t normally see and spend time helping kids and families.”