July 2009

Who We Are
As the premier firm specializing in Marke:ng to
Moms, Mom Central Consul:ng helps
companies develop meaningful conversa:ons,
connec:ons and communi:es with Moms. We
reach Moms and engage them in powerful
word of mouth programs such as blog tours,
viral marke:ng programs, geo‐targeted referral
programs and live grassroots events. They take
ac:on and recommend your brand, fueling
brand awareness, engagement, product trial
and sales.
Mom Central works with over 100 North
American brands. We also offer a breadth of
consul:ng services, including research and
social media strategy and listening, for start‐up
and established brands.

Introduc.on
In July 2009, Mom Central Consul:ng (MCC) conducted a survey of 250 Moms of
school age children across Canada about back to school shopping. MCC recruited
respondents from our community and network of Moms.
We asked Moms to answer 32 ques:ons about their budgets, children’s expecta:ons
and back to school shopping habits. Where applicable, these answers were compared
to the responses of Moms who took the same survey in the US.
Insights include:
• While Moms do face worries related
to back to school spending, many are
expec:ng to spend more this year
than in 2008
• Recycling last years items and looking
for specials at various stores are some
ways Canadian Moms will be looking
to save money
• A large percentage of Moms will be
looking to make “Green” choices
where possible

Canadian Moms are less concerned about the expense of back to
school shopping this year than their US counterparts. However, 49%
of Canadian Moms have at least some concerns about the expense.
35%
30%
25%
20%
15%
10%
5%
0%
Very
Worried Somewhat
Worried Not at all Canada
Worried
US
Q4. How worried are you about the expense of back to school shopping this year?

Even though Moms have concerns about how much they will spend, only
13% an.cipate that they will spend less than they did in 2008. The majority
of Canadian Moms an.cipate spending at least the same amount as they
spent last year and 38% expect to spend more.
40%
35%
30%
25%
20%
15%
10%
5%
0%
I will spend less It will stay the same I will spend more
Q3. Compared to last year, how much do you anticipate this year's back to school spending to change?

45% of Canadian Moms will spend between $100 to $300 this
year on back to school items.
25%
20%
15%
10%
5%
0%
Less than $50
$50 to $99
$100 to $199
$200 to $299
$300 to $399
$400 or more
Q5. Overall, how much do you anticipate spending on this year’s back to school shopping?

Special offers and reusing last years items top the list of ways Moms
will be saving money on back to school items this year.
Canadian Moms US Moms
Look for special offers 84% 92%
Reuse some items from
previous years 72% 74%
Use coupons 53% 80%
Shop at discount stores 47% 70%
Use hand‐me‐downs 41% 36%
Buy fewer brand names 27% 42%
Buy online 18% 29%
Not make any new
purchases 4% 4%
Other, please specify 4% 4%
Q8. In what ways will you try to save money this year when back to school shopping? (Check all that apply)

Sales and special offers are key influencers, when it comes to Moms
choosing where they will shop for back to school supplies.
100% 8% 6%
8% 11% 16% 6‐Least Influen:al
3%
90%
13% 19%
19% 18%
80%
21% 5
10% 51%
70%
12% 17%
16% 30%
60% 18% 4
50% 14%
27% 22% 3
40% 17% 18%
30% 23%
53%
10% 15% 2
15%
20% 24%
8%
10% 13% 13% 18%
5% 1‐Most Influen:al
3% 5%
0%
Sales or Coupons Trusted store Available Loca:on Convenience
Special offers online
Q9. Please rank what factors influence where you purchase items for back to school? (1 being most influential and 6 being least
influential)?

Big Box stores are popular back to school shopping des.na.ons for
Moms. 27% of Moms also say they’ll be buying in bulk this year.
Wal‐mart 60%
Staples 30%
Zeller’s 30%
Kid’s Clothing Store 27%
Grocery Store 17%
Shopper’s Drug Mart 15%
Costco 13%
Online 11%
Sears 10%
I don’t know 8%
Drugstore 3%
Grand & Toy 1%
The Bay 1%
None of these 1%
Q10. Where will you do the majority of your back to school shopping this year? (Please pick up to 3)
Q11. Do you plan on buying in bulk?

Moms feel they have to make sacrifices in their back to school
shopping decisions because of budget concerns.
Mom indicated a need to sacrifice the following:
21% 29% 14% 6% 4%
Kid’s expecta.ons Brand names Cool designs Quality Value
Q16. Do you feel you have to sacrifice any of the following because of budget concerns? (Check all that apply)

66% of Moms start their back to school shopping within the month
before school begins. 8% wait un.l acer school starts.
At least two months before school starts 17%
Three to four weeks before school starts 34%
One to two weeks before school starts 32%
Acer school starts 8%
I'm not sure 10%
Q13: When will you begin shopping for back to school supplies?

80% of Moms indicated that purchasing recycled or “green” back to
school supplies was at least somewhat important. 67% of US moms
felt the same way.
Not at all Somewhat
important important Very important
5% 14% 47% 23% 10%
Q12. How important is buying "green" to you when purchasing back to school items?

Who we spoke to:
20. My age is:
20 to 24 years 1%
25 to 29 years 11%
30 to 34 years 39%
35 to 39 years 33% 26. My average yearly household income is:
40 to 44 years 10% Under $25,000 9%
45 to 49 years 6% $25,000‐50,000 12%
50 to 54 years 1% $51,000‐75,000 13%
55+ years 0% $76,000‐100,000 15%
22. I would describe my neighborhood as: $101,000‐150,000 14%
Urban 39% $151,000+ 8%
Suburban 47% I prefer not to answer 34%
Rural 14% 27. I am currently:
23. I have the following number of children: Married 92%
1 22% Single 3%
2 45% Divorced 3%
3 21% Widowed 0%
4 8% In a Partnered Rela:onship 1%
5+ 4% Separated 1%
24. The age(s) of my child(ren) is/are: 28. I currently:
0‐1 13% Work Full‐Time 34%
2‐3 26% Work Part‐Time 15%
4‐6 48% Am a stay at Home Mom 50%
7‐9 43% Am a student 1%
10‐12 35%
13‐15 25%
16‐18 20%
Grown 12%

If you have any ques.ons about this report or if you
would like addi.onal informa.on about our
research capabili.es, please contact:
Kathryn Easter
Managing Director
Mom Central Canada
416‐966‐0645
kathryn@momcentral.com
Twijer: MC_Canada