When fourth-year political science and molecular, cell and developmental biology student Vyasa Murthy was a freshman living in Rieber Hall, he brought three carloads worth of belongings with him.
He said he warned his younger brother Manoo to bring less when he moves into Rieber next month.
Manoo said he will be shopping soon as part of his preparations.
It’s an important time not only for incoming first-year students like Manoo, but for retailers too, since an industry survey showed that this year “back-to-college” sales are expected to exceed $47 billion.
Combined with the K-12 “back-to-school” sales, which are projected to exceed $18 billion, this is the second most lucrative shopping season for retailers, next to the winter holiday season, said Kathy Grannis, a spokeswoman for the National Retail Federation. The college figures include costlier items such as laptops and textbooks.
“(College students) are definitely a group that retailers know are anxious to get out there and purchase items that highlight their individuality. … Retailers find this group highly influenceable,” she said.
Ana Williams, a Target spokeswoman, said different colors and styles are popular for college students, who prefer choices, adding that geometric patterns and decorations are part of the variety of their offerings.
“We continually check in with guests … to make sure from year to year that we’re offering what’s new and hot,” she said.
Williams said the product line includes a variety of functional items that allow students to represent their personality.
She said top sellers include dorm and apartment starter sets and storage bins, citing the importance of space.
Since 85 percent of first-year students are assigned to triple-occupancy rooms, space is a large concern for students and parents, said Frank Montana, manager for community housing and outreach at Housing Services.
“The question we get asked a lot (is), “˜How big is the room I’m going to live in?'” he said.
Montana said the Orientation staff and Ask Housing Web site both encourage students to bring only the essentials such as clothing and linens and to talk to roommates to figure out the other optional items.
“We wouldn’t put those big items (such as televisions and refrigerators) as a definite thing to bring, it would only be optional and up for the students to decide,” Montana said.
But Montana said he suggests families think twice about bringing a van, trailer or U-Haul truck to move in.
“My words are always: If they can’t fit in your car, don’t bring it,” he said.
He said parents and students also have a general idea of what can fit in a room after seeing the two model rooms, which are shown during Family Orientation and on the Campus Housing Tour.
Despite the provided examples, students such as Mike Greenwood, a first-year ethnomusicology student who will be living in a triple, said his main challenge is bringing the right amount from home.
“I was just trying to think of ways to get what I needed without being overpacked so I would totally run out of room. … That was the big thing for me,” he said.
He said his shopping started by getting a list off the Internet and then visiting places such as Target and Best Buy to purchase items.
Marketing has been a significant sign of the retailers’ interest in college students.
IKEA, for example, has a specialized Web site with dorm and apartment furnishing ideas and holds events in their stores with giveaways and contests.
Representatives from the store were unavailable for comment.
IKEA is one of multiple retailers reaching out to college students, who have taken notice at their marketing efforts.
Jane Chen, a first-year neuroscience student, said she has always been aware of the back-to-school promotions, but only recognized the college promotions as she was preparing to start school.
“I never really noticed the college part until this year,” she said.
Williams said Target uses TV advertising and an interactive program on its Web site to promote key school supplies and dorm decorations to college students.
While brick-and-mortar retailers offer free rides for students to shop, virtual retailers offer students the opportunity to make their purchases at home.
Chen said she spent about $500, mainly through online retailers such as Amazon and eBay.
“Oftentimes (shopping) online is fairly cheap, price-wise, and if you meet a minimum order, you get free shipping,” she said. She added that she preferred the convenience of being able to shop from home.
“I already knew what I needed and it’s easier for me to go online. … People told me (what to buy) because I knew a lot of people who either go to UCLA or went there,” she said.