What Mom’s Thinking About Back-to-School Shopping

If you’re in online marketing today, you’re probably interested in how moms are shopping online, right?

If you’re in online marketing today, you’re probably interested in how moms are shopping online, right?

Moms have become a force to be reckoned with. More than 34 million are online — participating in social networking, researching products, making purchases and absorbing as much information as possible — according to a June 2009 report from eMarketer. And most marketers realize that mothers are usually the key decision makers for family purchases. The activities they participate in across the web influence household purchases greatly.

So, what are moms thinking about back-to-school shopping? Despite the down economy, few plan to spend less than they did last year on back-to-school purchases, according to a survey of 1,400 mothers of school-age children across the country conducted by Mom Central Consulting, a Newton, Mass.-based social media agency that focuses on marketing to moms.

Findings from the study include the following:
* While 91 percent of moms worry about the expense of back-to-school shopping, only 17 percent anticipate spending less than they did in 2008. Nearly 50 percent anticipate spending much more than last year.
* 40 percent of moms doubt they’ll meet their kids’ expectations in order to save money; 38 percent expect to sacrifice by shopping generic over brand names.
* 92 percent of moms plan to save money by looking for special offers, both offline and online; 80 percent will use coupons, and 74 percent will reuse items from previous years.
* 32 percent of moms also expressed concern over how to balance their kids’ expectations and desires with today’s fiscal realities.

As a result, many moms will pursue shopping strategies like buying in bulk (46 percent) and making purchases at discount retailers like Wal-Mart (61 percent) and Target (57 percent).

Are you doing anything special to reach online moms during this back-to-school season? If so, let us know by posting a comment here.

Author: Melissa Campanelli

Melissa Campanelli is Editor-in-Chief of Total Retail. She is an industry veteran, having covered all aspects of retail, tech, digital, e-commerce, and marketing over the past 20 years. Melissa is also the co-founder of the Women in Retail Leadership Circle.

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