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As families gear up for the back-to-school season, economic uncertainty is prompting cautious spending, said Mark Mathews, chief economist at the U.S. National Retail Federation. Many are working hard to stretch their budget, shopping earlier, stocking up on deals and leaning heavily on discount stores. Google searches for "Do I really need to buy this?" have reached a record high, reflecting growing frugality. Mathews said that Americans are making rational choices, prioritizing essentials amid ongoing economic challenges.