1. Back To School Survey
Jane Collins
Director of Market
Research
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8/08/2011

2. Methodology
• Identical survey fielded to two individual audiences
• BlogHer publishing group
• LATISM blog network
• Sample Size
• BlogHer Network total: 647 women
• BlogHer Latina women: 19 women
• LATISM Network total: 62 women
• Combined survey total: 709 women
• Combined Latina Total: 81 women
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3. School Budget Cuts are the #1 Concern for Moms
Total Moms Latina Moms
#1: Budget Cuts X X
#2: Lack of
nutrition in school X X
lunches
#3: Rising cost of X X
school supplies
#4: Zero tolerance X X
programs
#5: Demanding X X
homework load
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Source: Total moms: N = 636 (Combined samples), Latina Moms: N = 50; Q. “Rank
parental concerns where 1 is greatest concern”

4. Shoes Are the Big Ticket Back to School Item this Year
Which back to school item will you spend more on this year?
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Source: Total moms: N = 631, Latina Moms: N = 50; Q: “Which back to school item will
you spend more on this year?”

5. Both Samples Agree: 2-4 trips to get Back to School Shopping
Done
How many trips to the store will you make?
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Source: Total moms: N = 627, Latina Moms: N = 49; Q: “How many trips to the store will
you make to complete back-to-school shopping?”

6. Newspaper Ads Biggest Influence for BTS Shopping
Which of following plays a role in helping you decide where to shop?
“Other”
comments
included blogs,
online ads,
convenience and
coupons
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Source: Total moms: N = 626, Latina Moms: N = 50; Q: “Which plays a role in helping
you decide where to shop? Select all that apply”

7. Most Moms Won’t Give in to Kid’s BTS Demands
What if your kid wants something that “everyone has”, but you’re on a budget?
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Source: Total moms: N = 621, Latina Moms: N = 48; Q: “Which plays a role in helping
you decide where to shop? Select all that apply”

8. Jeans are Important, But Most Moms Want Affordable
Denim
$ Spent on Jeans for BTS Shopping # of Pairs of Jeans Bought Per Year
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Source: Total moms: N = 620, Latina Moms: N = 49; Q: “How much do you spend on
jeans for BTS shopping?”; How many jeans purchased per year?”

9. Credit Takes a Back Seat to Cash for BTS Shopping
How will you pay for Back to School Shopping this year?
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Source: Total moms: N = 623, Latina Moms: N = 49; Q: “How will you pay for back to
school shopping this year?”

10. Moms will make In-Store Visits for BTS Shopping
Mobile Phone is not a BTS shopping factor yet at all
“Where do you plan to do BTS shopping this year?”
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Source: Total moms: N = 619, Latina Moms: N = 47; Q: “Where will you do back to
school shopping this year?”

11. Half the Moms are Shopping Through the Summer for BTS
“When will you do BTS Shopping this year?”
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Source: Total moms: N = 617, Latina Moms: N = 49; Q: “When will you do your back to
school shopping this year?”

12. The Majority of BTS Shopping is Done by Moms
“Who does the back to school shopping in your house?”
Spouse shopping
alone was less
than 1%
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Source: Total moms: N = 620, Latina Moms: N = 48; Q: “When will you do your back to
school shopping this year?”