Three Hated Words

Back to school.

With apologies to "eat your broccoli," they might be the three most hated words in your child's vocabulary -- and they beginning to appear all over.

"Summer just started," said Caitlyn Gerardi, who begins the fifth grade this fall. "It's frustrating because they start putting-up signs so early."

Kids may hate the timing, but parents like the pricing.

"People are becoming wiser consumers, looking for deals whenever and wherever they can," said Howard Schaffer, of Howard Shaffer Media Marketing in Albany. "(They) are planning ahead. So much of the corporate culture is leading in that direction."

Retailers know it pays to be the first to offer seasonal specials, Schaffer said. As a result, they start the season earlier -- much to the chagrin of children.

"Retailers take into account who exactly their target is," he said. "In this case, their target isn't necessarily the kids -- although kids do have disposable income -- typically it's their parents."

Given the economy -- and the rising price of food, gasoline, and just about everything else -- parents are increasingly determined to find a bargain.

"It's good to buy the clothes now for back to school," said Karseema King, of Albany. "They're always cheaper now...than to buy them a month before you go back to school."

Still, many kids -- eager to prolong summer and postpone the start of a new school year - maintain a different perspective.

As sixth grader Dyanne Holt said: "I just want to think about having fun."