Parents drained by Christmas face second siphon

Triple Fly Buys, bargain backpacks and novelty glowing rulers are part of a growing arsenal in the stationers' fight for back-to-school customers.

For stationery companies, the next two weeks are a "second Christmas", says Mike Lowery, marketing manager at Paper Plus.

For parents, it's a fresh and untimely post-Christmas assault on the wallet.

Mr Lowery estimated that each child would need between 30 and 40 items to begin the new term.

There are pens (different colours), pencils (hard and soft), erasers, rulers, calculators, exercise books, notebooks, refill pads, rulers, glue-sticks, protractors, compasses and more.

It is yet another cost for parents already under siege with expensive uniforms, travel costs and school donations.

"Shopping for stationery is grudge purchasing. People hate doing it," Mr Lowery said.

This year was "incredibly competitive" as more people became price-focused and with more retailers in the market.

"One cent makes the difference between where people choose to shop," he said.

Warehouse Stationery, Paper Plus and Whitcoulls are leading the charge. But they are under increasing pressure. Supermarkets are diversifying into stationery supply, hamper company Chrisco sells an offshoot stationery hamper and many schools also sell bulk packs from school shops, or direct to parents through newsletters.

Paper Plus has a two-pronged attack. The company's marketing campaign says it "will not be beaten on the price of text books", and it is offering triple Fly Buys points on all purchases.

Whitcoulls' big promotion is a backpack for $5 when you spend more than $40. Sales and marketing manager Justin Boyes said promotions were important when the big lines, such as notepads for 5c, were simply to draw in customers.

Rob Smith, general manager of Warehouse Stationery, said stores would give 11c from every dollar on stationery to a nominated school.