Managing budgets & expectations

July 2009

Mom Central’s Back to School Shopping Report:

Who We Are

As the premier firm specializing in Marketing to Moms, Mom Central Consulting helps companies develop meaningful conversations, connections and communities with Moms. We reach Moms and engage them in powerful word of mouth programs such as blog tours, viral marketing programs, geo-targeted referral programs and live grassroots events. They take action and recommend your brand, fueling brand awareness, engagement, product trial and sales. Mom Central works with over 100 national brands. We also offer a breadth of consulting services, including research and social media strategy and listening, for start-up and established brands.

In July 2009, Mom Central Consulting (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 questions about their budgets, children’s expectations and back to school shopping habits. The data reveals interesting insights into the affect the recession is having on Mom’s shopping plans.

Introduction

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.

The expense of back to school shopping is a worry for many Moms, only 9% indicated they were not at all worried.

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

Very Worried Somewhat Worried Not at all Worried0%

5%

10%

15%

20%

25%

30%

35%

19% 18%

35%

19%

9%

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.

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

I will spend less/much less

I will spend the same amount

I will spend more/much more

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

17%

33%

48%

Back to school shopping budgets vary a great deal, though 46% of Moms anticipate spending between $50 and $200 overall.

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

Less than $50 $50 to $99 $100 to $199 $200 to $299 $300 to $399 $400 to $499 $500 or more I have no idea0%

5%

10%

15%

20%

25%

30%

8%

20%

26%

18%

11%

6%7%

5%

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.

Q6. Have you set a budget for this year's back to school shopping? N=1394Q7. What is your budget, per child, for the following back to school items this year? N=474

Electronics

(e.g. c

omputer, ce

llphones,

iPods)

Clothing, acc

essorie

s & sh

oes

School s

upplies (

e.g. folders,

notebooks, back

packs)

Sports

equipment

Art su

pplies

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

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

$500 or more

$400 to $499

$300 to $399

$200 to $299

$100 to $199

$50 to $99

$25 to $49

Less than $25

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

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%

Sales and special offers are key influencers, when it comes to Moms choosing where they will shop for back to school supplies.

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

Sales or Special offers

Coupons Trusted store Available online Location Convenience0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

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-Least Influential

5

4

3

2

1-Most Influential

Big Box stores are popular back to school shopping destinations for Moms. 46% of Moms also say they’ll be buying in bulk this year.

Q10. Where will you do the majority of your back to school shopping this year? (Please pick up to 3) N=1394Q11. Do you plan on buying in bulk? N=1394

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%

40% Kid’s expectations

Moms feel they have to make sacrifices in their back to school shopping decisions because of budget concerns.

38% Brand names

16% Quality

28% Cool designs

10% Value

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

Only 18% of Moms surveyed said they anticipated 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:

Moms of Middle School and High School Students anticipate slightly more conflict over back to school shopping than do Moms of younger students.

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

All Ages Pre-K or Kindergarten

Elementary School

Middle School or Junior High

High School Other0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

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

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

NoYes

Nearly half (47%) of Moms start their back to school shopping about a month before school begins. 21% wait until just one or two weeks before.

Q13: When will you begin shopping for back to school supplies? N=1394

At least two months before school starts 22%

Three to four weeks before school starts 47%

One to two weeks before school starts 21%

After school starts 1%

I'm not sure 9%

Moms Speak: uniforms can be expensive too

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

“For the uniform, I usually shop around and DON'T buy shirts with the school logo because those always cost quite a bit more. I stick with solid color dark polos.”

“It is actually more expensive because they can't wear any of their normal clothes. Even the outerwear (coats, jackets, etc.) have to be color-compliant. My preschooler will be wearing uniforms at her preschool this year for the first time, too, so we will have to double our budget for uniforms.”

“Uniforms cost more upfront, but we generally get a couple of years worth of wear from them. It does simplify the mornings getting ready for school.”

“Because of the expense of having 2 sets of clothing, I look for sales throughout the year and do very little shopping for clothes at the start of the year. I buy things at end of season sales and hold onto them. Luckily I have 3 girls and so it is bound to fit one of them at some point or another.”

“It makes it much more difficult because my kids OUTGROW their uniform before they OUTWEAR them, so they are forced to purchase clothing they only wear for a limited amount of time.”

“the uniforms cost a TON. I usually dress my kids in really nice Gap and Gymboree hand me downs or in clothes from Target or from mall stores on sale. The uniforms (they have seasonal ones and a gym one, so I need EIGHT outfits total for my two kids, with multiple shirts, pants, skirts, for each) run us over $500 each year. I hand down and buy used, too. But $40 for ONE dress is a lot for us!”

Moms Speak: Many homeschooling Moms spend more on curriculum.

Q18. Do you home school any of your children? N=128Q19.If you answered "Yes" to questions 17 or 18, please tell us how this impacts your back to school shopping budget

“We have to purchase our own curriculum and accommodating supplies for our special needs sons, while our middle son attends public school, which can get expensive quickly.”

“Because I home school I don't need to buy new clothes specifically for school. I can buy them when they are on sale or whenever they need something new. I do purchase all the other basic supplies though.”

“Well, I need to be more careful since I have to buy all curriculum myself. On the other hand, I can buy whatever I want and don't have to stick to silly lists or bend to the latest fashions, so it evens out.”

“We homeschool and I believe that makes back to school shopping much easier! We don't have to worry so much about brand names as other parents do.”

“It makes it far less costly than back to school shopping for traditional supplies as we can buy everything when it is on sale. Books and curriculum however cost us more than if we” sent her to a public school

“We homeschool so the amount of money we save on things like "the in" clothes and that sort of thing allows us to spend more money on educational items. Even then, I know that we spend far less homeschooling than friends spend on their kids' school clothes alone.

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

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

Not at all important

Somewhat important Very important

14% 19% 46% 14% 7%

Who we spoke to:20. My age is: 20 to 24 years 1%25 to 29 years 10%30 to 34 years 24%35 to 39 years 26%40 to 44 years 21%45 to 49 years 12%50 to 54 years 4%55+ years 2%21. I live in the following region of the U.S.: New England 11%Mid-Atlantic 16%South 27%Midwest 25%West 13%Southwest 6%I do not reside in the U.S. 1%22. I would describe my neighborhood as: Urban 17%Suburban 60%Rural 23%23. I have the following number of children: 1 15%2 43%3 26%4 9%5+ 7%24. The age(s) of my child(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. I consider myself to be: Asian American 4%Black/African American 5%White/Caucasian 87%Hispanic/Latina 4%Native American/Alaskan Native/Pacific Islander 1%Other, please specify 2%26. My average yearly household income is: 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%I prefer not to answer 11%27. I am currently: Married 84%Single 5%Divorced 4%Widowed 1%In a Partnered Relationship 5%Separated 2%28. I currently: Work Full-Time 30%Work Part-Time 18%Am a stay at Home Mom 50%Am a student 2%

29. The highest level of education I have completed:

High School Degree 16%2 year Associate's Degree 11%Some College 32%4 year College Degree 29%Graduate/Master's Degree 12%

If you have any questions about this report or if you would like additional information about our research capabilities, please

contact:

Tracey Hope-RossVice President of Research

Mom Central Consulting617-244-3002

tracey@momcentral.comTwitter: @thopeross