It's the most wonderful time of the year for Staples

By Chris Reidy, Globe Staff

Staples Inc. is leaving nothing to chance when it comes to back-to-school shopping season. Not only does it plan to bring back a half-famous commercial from 15 years ago - titled "The Most Wonderful Time of the Year" - the Framingham-based retailer of office supplies has also issued two new press releases on this pressing subject.

In one of those releases, Staples said it plans to mark the start of the back-to-school shopping season today by reducing prices on 250 school supplies and selecting one lucky school to kick off the season with a free shopping spree.

Pulling out all the stops may be the way to go this year.

Earlier this week, the National Retail Federation trade group issued the results of a survey that concluded that because of the poor economy, the average family with students in grades kindergarten through 12 is expected to spend $548.72 on school merchandise, a decline of 7.7 percent from $594.24 in 2008.

Traditionally, back-to-school season has been a wonderful time of the year for Staples. The company's core customers include small businesses and people with home offices. But when opening day of the school season draws nigh, Staples can draw from a wider customer base.

In one of its press releases, Staples described "The Most Wonderful Time of the Year," which first aired 15 years ago.

The commercial, Staples said, "is a light-hearted take on back-to-school shopping that depicts an elated father bounding through a Staples store accompanied and contrasted by his two children, whose expressions are notably grim. The spot airs to the tune of the Andy William's holiday-themed song of the same name. The contrasting perspective of parents and children returning to school is humorous and conveys a ubiquitous and fundamental truth about back-to-school shopping."

Ah, Andy Williams. He couldn't sport a two-tone sweater with the flair of a Perry Como or a Vic Damone. But back in the day, the man could positively wear out a Christmas TV special, and countless grooms danced their first dance as a married man to his "Moon River," a slow mercifully short song that even a galoot could shuffle through without his dignity going MIA. Williams was also a Kennedy favorite. And now once again, he is the songbird of back-to-school season. Did a sad song ever have a better huckleberry friend?

(The photo of Williams at left was taken from his official website.)