Katie Russell of Pelahatchie, Miss., expects to spend $60-$80 for school supplies and another $100 for new shorts and tennis shoes for her two children to start school. "I try to save money when we shop," says Russell.

Families with school-aged children are expected to spend $563.49 on back-to-school merchandise, up 6.9 percent from last year's $527.08 average, the National Retail Federation reports. Total U.S. spending is expected to total more than $18 billion.

Russell shopped recently at Target in Jackson, Miss., taking note of school supplies on sale. She watched her 8-year-old daughter, Caitlin, a third-grader, pick out composition books featuring "High School Musical." Her 9-year-old son, C.J., a fourth-grader, opted for tablets featuring skateboards, "Hot Wheels" or "Transformers."

Mike Davis, team leader at Target in Jackson, estimates the average ticket sale is $100 for a consumer buying supplies for two children, but few consumers do all their back-to-school shopping at one store. "Most people will hit several places," he said.

Davis recommends anyone trying to get the most items for the money should compare advertising inserts in Sunday newspapers or go online Saturdays at midnight when many stores post sales. Also, keep in mind that many stores offer in-store specials that aren't advertised, he said.

Todd Mark, a spokesman for Consumer Credit Counseling Service of Jackson, recommends taking an inventory of supplies, clothing and sports equipment you already have at home to determine what is needed.

"Most students will not need entirely new wardrobes," he said. "Just fill in the gaps with a few new outfits or uniform pieces."

If you've got textbooks to purchase, consider buying used textbooks, he said. Check out www.amazon.com or www.textbookx.com for deals on used books.

Bob Allsbrook, chief economist for Regions Financial Corp., expects retail sales in August and September to see 4 percent growth.

"What we'll hear from retailers is how awful it is," he said.

Spending will grow at an average rate, but profit growth won't keep up for retailers, Allsbrook said. That's because shoppers no longer put off buying new clothes for their children until school starts.

"We've spread out back-to-school spending so it's not as big as it used to be," he said. "Used to be we ran out and bought all new clothes in August."

Vickie Williamson of Canton, Miss., said she shops for clothing, book bags and supplies throughout the year when they're on sale for her daughter, Nicole, 17, a high school junior, and son, Nelson, 11, a sixth-grader.

"I like to buy in bulk," she said.

Allsbrook said the cost of gasoline leaves many consumers with less discretionary income, and he expects that to cut into their spending.

Consumers also face higher fixed monthly payments, higher homeowner's insurance and property taxes, he said.

"Consumers are having to pull back on things they want," he said. "You can defer back-to-school fashion items."