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No back-to-school tax break? No problem, say some Southwest Florida stores that are taking matters into their own pocketbooks.

For the past decade, the weeklong to 10-day sales tax-free holiday on school supplies before the start of the academic year was a boon for budget-conscious back-to-school shoppers and the businesses that cater to them.

But when the state Legislature failed to OK the tax break this year, families cringed and retail whimpered.

“It was really good. We loved it,” said Gwen Bennett, vice president of advertising and e-commerce for Bradenton-based Bealls department stores.

The tax break came at no cost to businesses and drummed up customers during a concentrated period before school.

Now, Bealls, as well as other Southwest Florida stores, are touting a “tax relief” markdown equal to or greater than what the tax-free discount would have been.

“The tax-free holiday was some of our biggest weeks. We’re trying to protect our business with this,” explained Bob Ricketts, store manager at the J.C. Penney in Coastland Center mall in Naples.

By marketing the 10-day event, which starts today, as “tax relief,” Ricketts said he hopes to draw in customers familiar with the state tax break.

“That extra 7 percent means a lot (to families),” he said of the tax.

Bealls is also hoping to capitalize on the summer shopping season with a similarly themed discount from Aug. 3-6, Sunday through Wednesday.

“We know customers are struggling,” Bennett said.

The department store, however, “couldn’t afford” to do the markdowns for a longer period, she explained.

Snyderman’s Shoes of Naples is also getting in on the tax-relief action at its two locations with coupons for 10 percent off of children’s shoes over $40.

Manager Bart Joyce said that while the shoe store has used the coupons before, it will be the first time promoting them in the back-to-school season.

With the hubbub of foreclosures and fuel prices in Southwest Florida, parents are keeping an eye on where the deals are.

According to America’s Research Group, a consumer behavior research company, nearly 30 percent of parents in the U.S. will spend less on back-to-school shopping this year.

Only 1.5 percent of the parents interviewed by the company in July said they were willing to pay full price for school apparel this year. Last year, that number was 9.9 percent.

Naples resident Ana Sanchez took her three children back-to-school shopping on Friday, but her budget is tighter than last year’s.

“Prices are high. We’re just getting a few special items, and even then only if they are on sale,” she said as she headed for the bargain bin at J.C. Penney.

She has yet to buy the rest of the school supplies, like pencils and notebooks, and is unsure if she’ll be able to provide new supplies for her 11-year-old son and 7-year-old daughter.

Also searching through the clearance items was Sandra Henderson, with her 9-year-old granddaughter, Cheyene, at her side.

“I used to buy all my grandkids’ clothes for school. This year, I just can’t do it,” said Henderson, who lives in Naples.

Looking down at Cheyene, who will start school in Georgia in two weeks, Henderson quickly added, “We’ll get two, maybe three new outfits.”

“You’ve got to have new clothes for school,” Henderson said with a wink.