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Even parents who know they'll pay for their kids' college are waiting too long to start saving

For the first time since 2013, American parents list saving for college among their top two savings priorities, surpassing both retirement and general savings, and second only to emergency funds, according to a new national study by Sallie Mae. The study found that parents are planning to pay more than 40% of their children's college costs. But the reality is that most are still coming up short.
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