July
2009

Who
We
Are


As
the
premier
firm
specializing
in
Marke:ng
to

Moms,
Mom
Central
Consul:ng
helps

companies
develop
meaningf...
Introduc.on


In
July
2009,
Mom
Central
Consul:ng
(MCC)
conducted
a
survey
of
1394
Moms
of

school
age
children
across
the...
The
expense
of
back
to
school
shopping
is
a
worry
for
many
Moms,

    only
9%
indicated
they
were
not
at
all
worried.



 ...
While
the
expense
of
back
to
school
shopping
is
a
source
of
worry

  to
many
Moms,
but
only
17%
indicate
they
will
spend
l...
Back
to
school
shopping
budgets
vary
a
great
deal,
though
46%
of

    Moms
an.cipate
spending
between
$50
and
$200
overall...
Nearly
half
(48%)
of
Moms,
who
have
indicate
they
have
set
a

    budget
for
back
to
school
shopping,
say
they
have
budget...
Coupons
and
special
offers
top
the
list
of
ways
Moms
will
be
saving

money
on
back
to
school
items
this
year.


           ...
Sales
and
special
offers
are
key
influencers,
when
it
comes
to
Moms

    choosing
where
they
will
shop
for
back
to
school
su...
Big
Box
stores
are
popular
back
to
school
shopping
des.na.ons
for

Moms.
46%
of
Moms
also
say
they’ll
be
buying
in
bulk
th...
Moms
feel
they
have
to
make
sacrifices
in
their
back
to
school

    shopping
decisions
because
of
budget
concerns.


    On...
Moms
of
Middle
School
and
High
School
Students
an.cipate

    slightly
more
conflict
over
back
to
school
shopping
than
do
M...
Nearly
half
(47%)
of
Moms
start
their
back
to
school
shopping

 about
a
month
before
school
begins.
21%
wait
un.l
just
one...
Moms
Speak:
uniforms
can
be
expensive
too


   “For
the
uniform,
I
usually
shop
around
and
                      “Uniforms...
Moms
Speak:
Many
homeschooling
Moms
spend
more
on

 curriculum.


 “We
have
to
purchase
our
own
curriculum
and
           ...
67%
of
Moms
indicated
that
purchasing
recycled
or
“green
“
back
to

  school
supplies
was
at
least
somewhat
important.



...
Who
we
spoke
to:

20.
My
age
is:
                                           25.
I
consider
myself
to
be:

20
to
24
years
 ...
If
you
have
any
ques.ons
about
this
report
or
if
you
would
like

 addi.onal
informa.on
about
our
research
capabili.es,
ple...
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Back To School Shopping Report

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A study of what Moms expect to spend for back-to-school shopping. Looks at types of products, budgets and shopping strategies.

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Back To School Shopping Report

  1. 1. July
2009

  2. 2. 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
na:onal
 brands.
We
also
offer
a
breadth
of
consul:ng
 services,
including
research
and
social
media
 strategy
and
listening,
for
start‐up
and
 established
brands.


  3. 3. Introduc.on
 In
July
2009,
Mom
Central
Consul:ng
(MCC)
conducted
a
survey
of
1394
Moms
of
 school
age
children
across
the
United
States
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.
The
data
reveals
interes:ng
insights
into
the
 affect
the
recession
is
having
on
Mom’s
shopping
plans.
 Insights
include
that
while
Moms
 do
face
worries
related
to
back
to
 school
spending,
very
few
are
 planning
on
spending
significantly
 less
than
last
year.

Many
Moms
will
 also
be
looking
for
green
and
 recycled
school
supplies
and
nearly
 all
respondents
indicated
an
 interest
in
special
offers
and
deals
 when
looking
to
save.

  4. 4. The
expense
of
back
to
school
shopping
is
a
worry
for
many
Moms,
 only
9%
indicated
they
were
not
at
all
worried.
 35%
 35%
 30%
 25%
 19%
 18%
 19%
 20%
 15%
 9%
 10%
 5%
 0%
 Very
Worried
 Somewhat
Worried
 Not
at
all
Worried
 Q4. How worried are you about the expense of back to school shopping this year? N=1394
  5. 5. While
the
expense
of
back
to
school
shopping
is
a
source
of
worry
 to
many
Moms,
but
only
17%
indicate
they
will
spend
less
than
 they
did
in
2008.
 I
will
spend
more/much
more
 48%
 I
will
spend
the
same
amount
 33%
 I
will
spend
less/much
less
 17%
 0%
 10%
 20%
 30%
 40%
 50%
 Q3. Compared to last year, how much do you anticipate this year's back to school spending to change? N=1394
  6. 6. Back
to
school
shopping
budgets
vary
a
great
deal,
though
46%
of
 Moms
an.cipate
spending
between
$50
and
$200
overall.
 30%
 26%
 25%
 20%
 20%
 18%
 15%
 11%
 10%
 8%
 7%
 6%
 5%
 5%
 0%
 Less
than
$50
 $50
to
$99
 $100
to
$199
 $200
to
$299
 $300
to
$399
 $400
to
$499
 $500
or
more
 I
have
no
idea
 Q5. Overall, how much do you anticipate spending on this year's back to school shopping? N=1394
  7. 7. Nearly
half
(48%)
of
Moms,
who
have
indicate
they
have
set
a
 budget
for
back
to
school
shopping,
say
they
have
budgeted
 between
$100
and
$300
for
clothes,
accessories
and
shoes.
 1%
 2%
 N/A
 100%
 1%
 11%
 10%
 $500
or
more
 90%
 1%
 2%
 28%
 14%
 33%
 $400
to
$499
 6%
 80%
 13%
 $300
to
$399
 1%
 32%
 70%
 3%
 $200
to
$299
 7%
 3%
 60%
 34%
 8%
 $100
to
$199
 10%
 31%
 $50
to
$99
 50%
 15%
 14%
 $25
to
$49
 40%
 32%
 11%
 Less
than
$25
 30%
 25%
 20%
 36%
 36%
 29%
 12%
 21%
 10%
 4%
 0%
 Electronics
(e.g.
 Clothing,
 School
supplies
 Sports
equipment
 Art
supplies
 computer,
 accessories
&
 (e.g.
folders,
 cellphones,
iPods)
 shoes
 notebooks,
 backpacks)
 Q6. Have you set a budget for this year's back to school shopping? N=1394 Q7. What is your budget, per child, for the following back to school items this year? N=474
  8. 8. Coupons
and
special
offers
top
the
list
of
ways
Moms
will
be
saving
 money
on
back
to
school
items
this
year.
 Look
for
special
offers
 92%
 Use
coupons
 80%
 Reuse
some
items
from
previous
years
 74%
 Shop
at
discount
stores
 70%
 Buy
fewer
brand
names
 42%
 Use
hand‐me‐down
clothes
or
supplies
 from
friends/family
 36%
 Buy
online
 29%
 Not
make
any
new
purchases
 4%
 Other,
please
specify
 4%
 None
of
the
above
 1%
 Q8. In what ways will you try to save money this year when back to school shopping? (Check all that apply) N=1394

  9. 9. Sales
and
special
offers
are
key
influencers,
when
it
comes
to
Moms
 choosing
where
they
will
shop
for
back
to
school
supplies.
 100%
 8%
 8%
 6%
 11%
 6‐Least
Influen:al
 16%
 90%
 6%
 4%
 13%
 18%
 80%
 9%
 26%
 51%
 5
 12%
 22%
 70%
 21%
 11%
 31%
 60%
 4
 19%
 21%
 50%
 31%
 15%
 3
 40%
 23%
 26%
 22%
 30%
 53%
 12%
 2
 20%
 10%
 25%
 14%
 13%
 15%
 10%
 6%
 6%
 6%
 6%
 1‐Most
Influen:al
 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)? N=1394
  10. 10. Big
Box
stores
are
popular
back
to
school
shopping
des.na.ons
for
 Moms.
46%
of
Moms
also
say
they’ll
be
buying
in
bulk
this
year.
 Wal‐mart
 69%
 Target
 57%
 Staples
 44%
 Online
 12%
 Office
Depot
 11%
 Kmart
 11%
 Kid's
Clothing
Store
 11%
 OfficeMax
 10%
 Drugstore
 10%
 Costco
 5%
 Grocery
Store
 5%
 Sam's
Club
 4%
 Sears
 3%
 BJ's
 2%
 None
of
these
 1%
 I
don't
know
 6%
 Other,
please
specify
 9%
 Q10. Where will you do the majority of your back to school shopping this year? (Please pick up to 3) N=1394 Q11. Do you plan on buying in bulk? N=1394
  11. 11. Moms
feel
they
have
to
make
sacrifices
in
their
back
to
school
 shopping
decisions
because
of
budget
concerns.

 Only
18%
of
Moms
surveyed
said
they
an.cipated
conflict
with
their
child/children
over
back
to
 school
shopping
budgets.
32%
of
Moms
indicated
concern
over
balancing
their
budget
against
their
 child/children’s
desires
 A
significant
percentage
of
Moms
did
indicate
a
need
to
sacrifice
the
following:
 40%
 38%

 28%

 16%

 10%

 
Kid’s
expecta.ons
 Brand
names
 Cool
designs
 Quality
 Value
 Q14. Are you worried about balancing your budget against your child(ren)'s desires? N=1394 Q15. Do you anticipate conflict with your child(ren) over your back to school budget? N=1394 Q16. Do you feel you have to sacrifice any of the following because of budget concerns? (Check all that apply) N=1394

  12. 12. Moms
of
Middle
School
and
High
School
Students
an.cipate
 slightly
more
conflict
over
back
to
school
shopping
than
do
Moms
 of
younger
students.
 100%
 No
 90%
 Yes
 80%
 70%
 76%
 77%
 78%
 60%
 82%
 84%
 81%
 50%
 40%
 30%
 20%
 24%
 24%
 22%
 10%
 18%
 16%
 19%
 0%
 All
Ages
 Pre‐K
or
 Elementary
 Middle
School
or
 High
School
 Other
 Kindergarten
 School
 Junior
High
 Q2. What grade(s) will your child(ren) be entering in the fall? Q15. Do you anticipate conflict with your child(ren) over your back to school budget?) N=1394
  13. 13. Nearly
half
(47%)
of
Moms
start
their
back
to
school
shopping
 about
a
month
before
school
begins.
21%
wait
un.l
just
one
or
two
 weeks
before.

 At
least
two
months
before
school
starts
 22%
 Three
to
four
weeks
before
school
starts
 47%
 One
to
two
weeks
before
school
starts
 21%
 Ajer
school
starts
 1%
 I'm
not
sure
 9%
 Q13:

When
will
you
begin
shopping
for
back
to
school
supplies?
N=1394

  14. 14. Moms
Speak:
uniforms
can
be
expensive
too
 “For
the
uniform,
I
usually
shop
around
and
 “Uniforms
cost
more
upfront,
but
we
generally
 DON'T
buy
shirts
with
the
school
logo
because
 get
a
couple
of
years
worth
of
wear
from
them.

 those
always
cost
quite
a
bit
more.

I
s:ck
with
 It
does
simplify
the
mornings
gekng
ready
for
 solid
color
dark
polos.”
 school.”
 “It
is
actually
more
expensive
because
they
 “It
makes
it
much
more
difficult
because
my
 can't
wear
any
of
their
normal
clothes.

Even
 kids
OUTGROW
their
uniform
before
they
 the
outerwear
(coats,
jackets,
etc.)
have
to
be
 OUTWEAR
them,
so
they
are
forced
to
 color‐compliant.
My
preschooler
will
be
 purchase
clothing
they
only
wear
for
a
limited
 wearing
uniforms
at
her
preschool
this
year
 amount
of
:me.”
 for
the
first
:me,
too,
so
we
will
have
to
 double
our
budget
for
uniforms.”
 “the
uniforms
cost
a
TON.
I
usually
dress
my
kids
 in
really
nice
Gap
and
Gymboree
hand
me
downs
 “Because
of
the
expense
of
having
2
sets
of
 or
in
clothes
from
Target
or
from
mall
stores
on
 clothing,
I
look
for
sales
throughout
the
year
 sale.
The
uniforms
(they
have
seasonal
ones
and
 and
do
very
limle
shopping
for
clothes
at
the
 a
gym
one,
so
I
need
EIGHT
ouqits
total
for
my
 start
of
the
year.
I
buy
things
at
end
of
season
 two
kids,
with
mul:ple
shirts,
pants,
skirts,
for
 sales
and
hold
onto
them.
Luckily
I
have
3
girls
 each)
run
us
over
$500
each
year.
I
hand
down
 and
so
it
is
bound
to
fit
one
of
them
at
some
 and
buy
used,
too.
But
$40
for
ONE
dress
is
a
lot
 point
or
another.”
 for
us!”
 Q17. Do your children wear a school uniform?
N=201
 Q19.If you answered "Yes" to questions 17 or 18, please tell us how this impacts your back to school shopping budget

  15. 15. Moms
Speak:
Many
homeschooling
Moms
spend
more
on
 curriculum.
 “We
have
to
purchase
our
own
curriculum
and
 “We
homeschool
and
I
believe
that
makes
back
to
 accommoda:ng
supplies
for
our
special
needs
sons,
 school
shopping
much
easier!
We
don't
have
to
 while
our
middle
son
amends
public
school,
which
 worry
so
much
about
brand
names
as
other
parents
 can
get
expensive
quickly.”
 do.”
 “We
homeschool
so
the
amount
of
money
we
save
 “Because
I
home
school
I
don't
need
to
buy
new
 on
things
like
"the
in"
clothes
and
that
sort
of
thing
 clothes
specifically
for
school.
I
can
buy
them
when
 allows
us
to
spend
more
money
on
educa:onal
 they
are
on
sale
or
whenever
they
need
something
 items.

Even
then,
I
know
that
we
spend
far
less
 new.
I
do
purchase
all
the
other
basic
supplies
 homeschooling
than
friends
spend
on
their
kids'
 though.”
 school
clothes
alone.
 “Well,
I
need
to
be
more
careful
since
I
have
 “It
makes
it
far
less
costly
than
back
to
school
 to
buy
all
curriculum
myself.
On
the
other
 shopping
for
tradi:onal
supplies
as
we
can
buy
 hand,
I
can
buy
whatever
I
want
and
don't
 everything
when
it
is
on
sale.
Books
and
curriculum
 have
to
s:ck
to
silly
lists
or
bend
to
the
latest
 however
cost
us
more
than
if
we”
sent
her
to
a
 fashions,
so
it
evens
out.”
 public
school
 Q18. Do you home school any of your children? N=128 Q19.If you answered "Yes" to questions 17 or 18, please tell us how this impacts your back to school shopping budget

  16. 16. 67%
of
Moms
indicated
that
purchasing
recycled
or
“green
“
back
to
 school
supplies
was
at
least
somewhat
important.

 Not
at
all
 Somewhat
 important
 important
 Very
important
 14%
 19%
 46%
 14%
 7%
 Q12. How important is buying "green" to you when purchasing back to school items? N=1394

  17. 17. Who
we
spoke
to:
 20.
My
age
is:
 25.
I
consider
myself
to
be:
 20
to
24
years
 1%
 Asian
American
 4%
 25
to
29
years
 10%
 Black/African
American
 5%
 30
to
34
years
 24%
 White/Caucasian
 87%
 35
to
39
years
 26%
 Hispanic/La:na
 4%
 40
to
44
years
 21%
 Na:ve
American/Alaskan
Na:ve/Pacific
Islander
 1%
 45
to
49
years
 12%
 Other,
please
specify
 2%
 50
to
54
years
 4%
 26.
My
average
yearly
household
income
is:
 55+
years
 2%
 Under
$25,000
 9%
 21.
I
live
in
the
following
region
of
the
U.S.:
 $25,000‐50,000
 28%
 New
England
 11%
 $51,000‐75,000
 24%
 Mid‐Atlan:c
 16%
 $76,000‐100,000
 17%
 South
 27%
 $101,000‐150,000
 7%
 Midwest
 25%
 $151,000+
 3%
 West
 13%
 I
prefer
not
to
answer
 11%
 Southwest
 6%
 27.
I
am
currently:
 I
do
not
reside
in
the
U.S.
 1%
 Married
 84%
 22.
I
would
describe
my
neighborhood
as:
 Single
 5%
 Urban
 17%
 Divorced
 4%
 Suburban
 60%
 Widowed
 1%
 Rural
 23%
 In
a
Partnered
Rela:onship
 5%
 23.
I
have
the
following
number
of
children:
 Separated
 2%
 1
 15%
 28.
I
currently:
 2
 43%
 Work
Full‐Time
 30%
 3
 26%
 Work
Part‐Time
 18%
 4
 9%
 Am
a
stay
at
Home
Mom
 50%
 5+
 7%
 Am
a
student
 2%
 24.
The
age(s)
of
my
child(ren)
is/are:
 29.
The
highest
level
of
educa.on
I
have
completed:
 0‐1
 13%
 2‐3
 26%
 High
School
Degree
 16%
 4‐6
 48%
 2
year
Associate's
Degree
 11%
 7‐9
 43%
 Some
College
 32%
 10‐12
 35%
 4
year
College
Degree
 29%
 13‐15
 25%
 Graduate/Master's
Degree
 12%
 16‐18
 20%
 Grown
 12%

  18. 18. 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:
 Tracey
Hope‐Ross
 Vice
President
of
Research
 Mom
Central
Consul:ng
 617‐244‐3002
 tracey@momcentral.com
 Twimer:
@thopeross


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