Jitters about the economy and high gas prices apparently have a lot of people opting to spend less preparing their families for back to school.
As children play at The Gateway fountains, an approaching reality is not far away; some higher-end shops are geared up for back to school.
Across town, some parents like Alicia Shipley are already shopping. It's part of her plan to save money this year.
"I'm starting with the cheaper discount stores first off, starting earlier, before things are picked over," she said.
A survey by Deloitte says 71 percent of Americans plan to spend less this year on back to school. Ninety percent say they'll change the way they shop by looking for sales or going to lower-end stores.
Some are even suggesting that cheap may be chic this year, that bragging may center around how little one paid for fashionable clothing.