Shoe's steep price tag draws criticism - 13 WTHR Indianapolis

The price tag on a new pair of sneakers has drawn plenty of critics.

The controversy centers around Nike's new Lebron James shoe, the "Lebron X," that will go on sale for a whopping $315 a pair. Critics, including the Urban League, say it sends a bad message about priorities.

"Further exacerbating families to spend on this shoe versus school supplies and computers and things that will actually help the child achieve academically," said Joseph Slash, Indianapolis Urban League.

Despite the controversy, there is no doubt the shoes will still be popular, but it raises an age-old question for parents about what to do when it comes to budget-busting decisions and balancing wants versus needs.

Marie Ames, a mother of five, is trying to wrap her mind around the price of the new sneakers. She has four boys and one girl and money is tight.

"Bills are always first and then food and we lean towards eating healthier. A big part of our income is spent on our grocery budget," Ames said.

Budget or not, there's no guarantee Ames won't get a request or two from her kids when the shoes go on sale at places like "GOT SOLE" in Broad Ripple. If she doesn't, countless other parents will.

Experts say delayed gratification for kids is one way to answer the questions.

"While we may have determined that we are going to buy the shoe, maybe we don't buy the shoe today," said family budget expert Lisa Piercefield.

Maybe that "later" date comes when the shoes are on sale after the initial frenzy, like the one for last December's Air Jordan release, dies down.

Ames is convinced she will never give Nike that much money for shoes, instead you will see her at bargain shoe stores. Family budget experts say if you are willing to spring for that much money on shoes, get the kids to buy into it.

"I think it's perfectly okay to allow them to use their money or come up with a compromise. 'You save half or I will meet you with half.' Maybe that's chores or picking up a part-time job," Piercefield said.

Vivien Bichette taught her children early on how to be smart consumers.

"They don't go to the store and buy Nike this and Nike that, unless it's on the clearance rack and it's a real good deal," said mother Vivien Bichette.

So when the Lebron X hits store shelves, fewer family budgets are likely to take a hit for the superstar's shoes or whatever other big ticket item becomes the next "must have."

"It's clearance and sales and coupons," Ames said.