New Marketing to Moms Coalition Study Shows Preference for "Brick-and-Mortar" Retail;
Schools Emerge as Distribution Channel
CHICAGO, July 16 /PRNewswire-USNewswire/ -- Along with Wal-Mart and Target, count your local elementary school as a destination for back-to-school shopping.
In a nationally representative study of mothers with school-age children by the Marketing to Moms Coalition, fully 20 percent of respondents claimed that their child's school offers a service that allows students to buy supplies directly from the school. And whether it's a local school or a local retailer, mothers show a strong preference for spending their back-to-school dollars in "brick-and-mortar" environments that offer one-stop shopping.
The study shows back-to-school spending overall is predicted to be modestly higher in 2008 than last year, with an 8% increase over 2007 spending levels. According to the research, back-to-school spending per household will average $484, compared to $449 last year. The survey shows increases specifically in the categories of clothing (not including athletic shoes), electronics and school supplies.
The most popular brick-and-mortar retailers for back-to-school shopping are mass merchandisers like Wal-Mart and Target, a category that was chosen by 85% of respondents. Shoe stores came in second at 51%, and "dollar" stores came in third at 42%, ahead of office supply stores at 37%.
According to the study, a quarter of all moms plan to do more than 20% of their back-to-school shopping online. The most popular websites for online shopper moms are Wal-Mart (31 percent of respondents), followed by Amazon at 19 percent, Target at 15 percent, Staples at 13% and Old Navy at 11%.
"Moms tend to prefer brick-and-mortar stores because they want their kids to try on clothes and pick out items they like," said Bridget Brennan, a founder of the Marketing to Moms Coalition, who serves as CEO of strategic consultancy Female Factor.
The study surveyed 420 mothers with at least one child aged 7-12 in the household. More details about the report are available at www.marketingtomomscoalition.org/research_reports.html
About The Marketing to Moms Coalition
The Marketing to Moms Coalition is the only industry group dedicated to furthering an understanding of America's most powerful consumers. A not-for-profit organization, the group's goal is to share knowledge and insights about moms to help marketers create programs that engage and empower this driving force of the American economy. More information about the coalition can be found at www.marketingtomomscoalition.org.
SOURCE Marketing to Moms Coalition
