July2009

WhoWeAre

AsthepremierfirmspecializinginMarke:ngtoMoms,MomCentralConsul:nghelpscompaniesdevelopmeaningfulconversa:ons,connec:onsandcommuni:eswithMoms.WereachMomsandengagetheminpowerfulwordofmouthprogramssuchasblogtours,viralmarke:ngprograms,geo‐targetedreferralprogramsandlivegrassrootsevents.Theytakeac:onandrecommendyourbrand,fuelingbrandawareness,engagement,producttrialandsales.

MomCentralworkswithover100na:onalbrands.Wealsoofferabreadthofconsul:ngservices,includingresearchandsocialmediastrategyandlistening,forstart‐upandestablishedbrands.

InJuly2009,MomCentralConsul:ng(MCC)conductedasurveyof1394MomsofschoolagechildrenacrosstheUnitedStatesaboutbacktoschoolshopping.MCCrecruitedrespondentsfromourcommunityandnetworkofMoms.

WeaskedMomstoanswer32ques:onsabouttheirbudgets,children’sexpecta:onsandbacktoschoolshoppinghabits.Thedatarevealsinteres:nginsightsintotheaffecttherecessionishavingonMom’sshoppingplans.

Introduc.on

InsightsincludethatwhileMomsdofaceworriesrelatedtobacktoschoolspending,veryfewareplanningonspendingsignificantlylessthanlastyear.ManyMomswillalsobelookingforgreenandrecycledschoolsuppliesandnearlyallrespondentsindicatedaninterestinspecialoffersanddealswhenlookingtosave.

TheexpenseofbacktoschoolshoppingisaworryformanyMoms,only9%indicatedtheywerenotatallworried.

Q4. How worried are you about the expense of back to school shopping this year? N=1394

0%

5%

10%

15%

20%

25%

30%

35%

VeryWorried SomewhatWorried NotatallWorried

19% 18%

35%

19%

9%

WhiletheexpenseofbacktoschoolshoppingisasourceofworrytomanyMoms,butonly17%indicatetheywillspendlessthantheydidin2008.

Q3. Compared to last year, how much do you anticipate this year's back to school spending to change? N=1394

0%10%

20%30%

40%50%

Iwillspendless/muchless

Iwillspendthesameamount

Iwillspendmore/muchmore

17%

33%

48%

Backtoschoolshoppingbudgetsvaryagreatdeal,though46%ofMomsan.cipatespendingbetween$50and$200overall.

Q5. Overall, how much do you anticipate spending on this year's back to school shopping? N=1394

0%

5%

10%

15%

20%

25%

30%

Lessthan$50 $50to$99 $100to$199 $200to$299 $300to$399 $400to$499 $500ormore Ihavenoidea

8%

20%

26%

18%

11%

6%7%

5%

Nearlyhalf(48%)ofMoms,whohaveindicatetheyhavesetabudgetforbacktoschoolshopping,saytheyhavebudgetedbetween$100and$300forclothes,accessoriesandshoes.

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

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Electronics(e.g.computer,

cellphones,iPods)

Clothing,accessories&

shoes

Schoolsupplies(e.g.folders,notebooks,backpacks)

Sportsequipment Artsupplies

36%

4%

21%29%

36%

14%

12%

32%11%

31%10%

25%

32%

15%

13%

7%34%

10%

8%

6%

3%

14%

2%

3%

2%

1%

1%

1%28%

1%

33%

11%N/A

$500ormore

$400to$499

$300to$399

$200to$299

$100to$199

$50to$99

$25to$49

Lessthan$25

Q8. In what ways will you try to save money this year when back to school shopping? (Check all that apply) N=1394

CouponsandspecialofferstopthelistofwaysMomswillbesavingmoneyonbacktoschoolitemsthisyear.

Lookforspecialoffers 92%

Usecoupons 80%

Reusesomeitemsfrompreviousyears 74%

Shopatdiscountstores 70%

Buyfewerbrandnames 42%

Usehand‐me‐downclothesorsuppliesfromfriends/family 36%

Buyonline 29%

Notmakeanynewpurchases 4%

Other,pleasespecify 4%

Noneoftheabove 1%

Salesandspecialoffersarekeyinfluencers,whenitcomestoMomschoosingwheretheywillshopforbacktoschoolsupplies.

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

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

SalesorSpecialoffers

Coupons Trustedstore Availableonline

Loca:on Convenience

53%

25%

6% 6% 6% 5%

21%

31%

14%6%

13% 15%

9%

11%

23%

10%

22%26%

4%

12%

19%

12%

21%

31%

6%13%

26%

15%

22%

18%

8% 8% 11%

51%

16%6%

6‐LeastInfluen:al

5

4

3

2

1‐MostInfluen:al

BigBoxstoresarepopularbacktoschoolshoppingdes.na.onsforMoms.46%ofMomsalsosaythey’llbebuyinginbulkthisyear.

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

Wal‐mart 69%

Target 57%

Staples 44%

Online 12%

OfficeDepot 11%

Kmart 11%

Kid'sClothingStore 11%

OfficeMax 10%

Drugstore 10%

Costco 5%

GroceryStore 5%

Sam'sClub 4%

Sears 3%

BJ's 2%

Noneofthese 1%

Idon'tknow 6%

Other,pleasespecify 9%

40%Kid’sexpecta.ons

Momsfeeltheyhavetomakesacrificesintheirbacktoschoolshoppingdecisionsbecauseofbudgetconcerns.

38%Brandnames

16%Quality

28%Cooldesigns

10%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

Only18%ofMomssurveyedsaidtheyan.cipatedconflictwiththeirchild/childrenoverbacktoschoolshoppingbudgets.32%ofMomsindicatedconcernoverbalancingtheirbudgetagainsttheirchild/children’sdesires

AsignificantpercentageofMomsdidindicateaneedtosacrificethefollowing:

MomsofMiddleSchoolandHighSchoolStudentsan.cipateslightlymoreconflictoverbacktoschoolshoppingthandoMomsofyoungerstudents.

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

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

AllAges Pre‐KorKindergarten

ElementarySchool

MiddleSchoolorJuniorHigh

HighSchool Other

18% 16% 19% 24% 24% 22%

82% 84% 81% 76% 77% 78%

No

Yes

Nearlyhalf(47%)ofMomsstarttheirbacktoschoolshoppingaboutamonthbeforeschoolbegins.21%waitun.ljustoneortwoweeksbefore.

Q13:Whenwillyoubeginshoppingforbacktoschoolsupplies?N=1394

Atleasttwomonthsbeforeschoolstarts 22%

Threetofourweeksbeforeschoolstarts 47%

Onetotwoweeksbeforeschoolstarts 21%

Ajerschoolstarts 1%

I'mnotsure 9%

MomsSpeak:uniformscanbeexpensivetoo

Q17. Do your children wear a school uniform?N=201Q19.If you answered "Yes" to questions 17 or 18, please tell us how this impacts your back to school shopping budget

“Fortheuniform,IusuallyshoparoundandDON'Tbuyshirtswiththeschoollogobecausethosealwayscostquiteabitmore.Is:ckwithsolidcolordarkpolos.”

“Itisactuallymoreexpensivebecausetheycan'twearanyoftheirnormalclothes.Eventheouterwear(coats,jackets,etc.)havetobecolor‐compliant.Mypreschoolerwillbewearinguniformsatherpreschoolthisyearforthefirst:me,too,sowewillhavetodoubleourbudgetforuniforms.”

“Uniformscostmoreupfront,butwegenerallygetacoupleofyearsworthofwearfromthem.Itdoessimplifythemorningsgekngreadyforschool.”

“Becauseoftheexpenseofhaving2setsofclothing,Ilookforsalesthroughouttheyearanddoverylimleshoppingforclothesatthestartoftheyear.Ibuythingsatendofseasonsalesandholdontothem.LuckilyIhave3girlsandsoitisboundtofitoneofthematsomepointoranother.”

“ItmakesitmuchmoredifficultbecausemykidsOUTGROWtheiruniformbeforetheyOUTWEARthem,sotheyareforcedtopurchaseclothingtheyonlywearforalimitedamountof:me.”

“theuniformscostaTON.IusuallydressmykidsinreallyniceGapandGymboreehandmedownsorinclothesfromTargetorfrommallstoresonsale.Theuniforms(theyhaveseasonalonesandagymone,soIneedEIGHTouqitstotalformytwokids,withmul:pleshirts,pants,skirts,foreach)runusover$500eachyear.Ihanddownandbuyused,too.But$40forONEdressisalotforus!”

MomsSpeak:ManyhomeschoolingMomsspendmoreoncurriculum.

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

“Wehavetopurchaseourowncurriculumandaccommoda:ngsuppliesforourspecialneedssons,whileourmiddlesonamendspublicschool,whichcangetexpensivequickly.”

“BecauseIhomeschoolIdon'tneedtobuynewclothesspecificallyforschool.Icanbuythemwhentheyareonsaleorwhenevertheyneedsomethingnew.Idopurchasealltheotherbasicsuppliesthough.”

“Well,IneedtobemorecarefulsinceIhavetobuyallcurriculummyself.Ontheotherhand,IcanbuywhateverIwantanddon'thavetos:cktosillylistsorbendtothelatestfashions,soitevensout.”

“WehomeschoolandIbelievethatmakesbacktoschoolshoppingmucheasier!Wedon'thavetoworrysomuchaboutbrandnamesasotherparentsdo.”

“Itmakesitfarlesscostlythanbacktoschoolshoppingfortradi:onalsuppliesaswecanbuyeverythingwhenitisonsale.Booksandcurriculumhowevercostusmorethanifwe”senthertoapublicschool

“Wehomeschoolsotheamountofmoneywesaveonthingslike"thein"clothesandthatsortofthingallowsustospendmoremoneyoneduca:onalitems.Eventhen,Iknowthatwespendfarlesshomeschoolingthanfriendsspendontheirkids'schoolclothesalone.

67%ofMomsindicatedthatpurchasingrecycledor“green“backtoschoolsupplieswasatleastsomewhatimportant.

Q12. How important is buying "green" to you when purchasing back to school items? N=1394

Notatallimportant

Somewhatimportant Veryimportant

14% 19% 46% 14% 7%

Whowespoketo:20.Myageis:20to24years 1%25to29years 10%30to34years 24%35to39years 26%40to44years 21%45to49years 12%50to54years 4%55+years 2%21.IliveinthefollowingregionoftheU.S.:NewEngland 11%Mid‐Atlan:c 16%South 27%Midwest 25%West 13%Southwest 6%IdonotresideintheU.S. 1%22.Iwoulddescribemyneighborhoodas:Urban 17%Suburban 60%Rural 23%23.Ihavethefollowingnumberofchildren:1 15%2 43%3 26%4 9%5+ 7%24.Theage(s)ofmychild(ren)is/are:0‐1 13%2‐3 26%4‐6 48%7‐9 43%10‐12 35%13‐15 25%16‐18 20%Grown 12%

25.Iconsidermyselftobe:AsianAmerican 4%Black/AfricanAmerican 5%White/Caucasian 87%Hispanic/La:na 4%Na:veAmerican/AlaskanNa:ve/PacificIslander 1%Other,pleasespecify 2%26.Myaverageyearlyhouseholdincomeis:Under$25,000 9%$25,000‐50,000 28%$51,000‐75,000 24%$76,000‐100,000 17%$101,000‐150,000 7%$151,000+ 3%Iprefernottoanswer 11%27.Iamcurrently:Married 84%Single 5%Divorced 4%Widowed 1%InaPartneredRela:onship 5%Separated 2%28.Icurrently:WorkFull‐Time 30%WorkPart‐Time 18%AmastayatHomeMom 50%Amastudent 2%

29.Thehighestlevelofeduca.onIhavecompleted:

HighSchoolDegree 16%2yearAssociate'sDegree 11%SomeCollege 32%4yearCollegeDegree 29%Graduate/Master'sDegree 12%

Ifyouhaveanyques.onsaboutthisreportorifyouwouldlikeaddi.onalinforma.onaboutourresearchcapabili.es,please

contact:

TraceyHope‐RossVicePresidentofResearchMomCentralConsul:ng

617‐244‐3002tracey@momcentral.comTwimer:@thopeross