Oklahoma retailers bank on increased back-to-school spending

But many families continue to stretch their dollars, with more opting to buy store brand or generic products and comparison shop online, the organization found in a recent survey.

Shoppers like Oklahoma City resident Christine Eddington, who bought school uniforms for her daughter last month so they could be purchased at 20 percent off.

"I would definitely not have bought them so early otherwise, but the sale made it worth my while," she said. "There's no sense spending more if you don't have to."

Many retailers now carry school uniforms, including discounters Walmart and Target, as well as mall-based stores like Crazy 8 and Old Navy.

Spending on apparel eats up the majority of consumers' budgets, but electronics — from laptops and netbooks to smart phones and MP3 players — come in second, according to the NRF survey.

Staples is offering $1 and penny deals on many school supplies such as pencil boxes and glue sticks, but also is enticing customers with deals on laptops and other electronics.

And it's no longer just college students that go back to school with a new computer.

According to a survey by PriceGrabber.com, 15 percent of elementary students will start school with a new laptop, 13 percent will have computer accessories and 10 percent will receive a new cell phone or smart phone — nearly double how many received those items in 2009.