Marketing to Moms: Is the Recession Over If Moms Are Spending Less on Back-to-School?

July 9, 2010 § Leave a comment

2010 Back To School Report Shows Moms Cutting Back on Spending

Well, here it is again.  If the recession is over, why are Moms cutting back on spending for back to school?

Moms say they will cut back, especially when it comes to clothing for kids, according to a new survey of 1,275 moms nationwide by the Marketing to Moms Coalition. Funded by Current Lifestyle Marketing and Weber Shandwick, the survey was conducted in June 2010 and reveals trends among moms of children age 7-17, including both English and Spanish-speaking Hispanic moms.

The 2010 Back to School Report, which analyzed responses from 1,275 moms nationwide with children ages 2 to 17 years, projected that spending is expected to decrease 10% for kids ages 7 to 12 years, and 12% for teenagers ages 13 to 17 years. Overall, moms of 7- to 12-year-olds reported average spending of $440 for 2010, compared with $487 in 2009. Moms of teenagers 13 to 17 years will spend $479, compared with $548 last year.

One of the interesting findings is that Moms are still going to do most of that shopping in retail stores rather than online.  I guess that giddy feeling that we all get when you see a new pad, new markers and notebook never goes away.  And of course, the other thing that never changes –  80% of Moms are glad the kids are going back to school!

Spending on school supplies, such electronics as calculators and school activities likely will remain flat this year, with the biggest cutback coming in clothing, the survey showed.

We have all been there.  When money is tight, Moms know how to conserve.  They tell the kids to use last year’s backpack, we see what clothes from last year can tide them over as school starts and we clean out the old lunchbox.

Moms are just more responsible shoppers.  BIGresearch had a study earlier this year that said that 86.2% of women say the recession is not over.  Some 75% say their spending habits have changed forever.  Half have delayed major purchases and 52% have tapped into savings.

Until Moms start feeling better about the economy, sorry kids, you will keep using last year’s backpack.



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