Meanwhile another survey finds that consumers are cutting back on purchases this year. According to the National Retail Federation, families will spend on average $630.36 on back-to-school shopping this year, which is a slight drop from last year.
Most of the budget will go to new clothing, with about $218 spent on average. Just under $200 will be spent on new electronics, $117 will be spent on new shoes, and about $98 will be spent on school supplies.
According to the National Retail Federation, discount stores are the most popular shopping spot for families, with 62% planning to buy items there. That's followed by department stores and clothing stores.
Nearly 36% will shop in office supply stores and about 22% will shop at electronics stores. But more than a third will skip the stores altogether and buy what they need on line, which should help e-tailers like Amazon (AMZN - Get Report).
Jim Cramer, portfolio manager of Action Alerts PLUS charitable trust portfolio, said that VF Corp. (VFC - Get Report) and Macy's (M - Get Report) are his two stock picks for this year's back-to-school shopping season.
There are a few other stocks to watch this season, including discount names.
A poll by YouGov's BrandIndex asked parents which retailer they'd consider for making their next purchases, and which retailer offers good value. The highest ranked retailers were Walmart (WMT - Get Report), Target (TGT - Get Report) and Gap's (GPS - Get Report) Old Navy chain. Kohl's (KSS - Get Report) and JCPenney (JCP - Get Report) were also ranked high. Abercrombie and Fitch (ANF - Get Report) ranked last.