Rick Rommell & Kylie Gumbert / Milwaukee-Wisconsin Journal Sentinel – WEST MILWAUKEE, Wis. — The giant pencil cutouts screaming “One Big Sale Here” throughout the Target store are a dead giveaway: This is the country’s second-biggest shopping season.
And for the great majority of Americans, the annual back-to-school extravaganza is unfolding across an increasingly price-sensitive landscape.
Cash-strapped, middle-class parents are being economically challenged by ever-growing lists that have expanded beyond protractors and No. 2 pencils to include graphing calculators, flash drives and Handi Wipes.
Retailers, meanwhile, have started a wave of promotions as they vie more and more on price alone — potentially pinching their bottom lines and signaling a hypercompetitive environment for the critical holiday season just three months away.


