Executive Summary Core Findings Include the Following on Back-To-School Shopping Habits • Moms like doing back-to-school shopping. 78% report that they enjoy it and are happy to do it themselves. • The economy continues to impact shopping choices. 42% of the moms identified themselves as “Deal Divas” and the #1 response to a question on how the economy will effect their back-to-school shopping this year (with 57%) was “I will look for low prices and sales”. • Most respondents (33.8%) selected “lower prices” as the one thing that would make the back-to-school shopping experience better for them this year

Executive Summary Core Findings Include the Following on Back-To-School Shopping Habits • The #1 resource for BTS shopping information was the local newspaper, but blogs came in a firm second, over Retail websites, Facebook or Twitter. • Moms overwhelmingly believe in “green” or environmentally friendly school supplies (20% said “very” important, and 66% said “somewhat” important, but only if it doesn’t cost more)

Back to School Shopping Study Key Findings

Back to School Shopping Study Moms are surprised that it is already time for Back-to-School Shopping Again “When you think BTS (Back-to-School), what are three other letters that come to mind?” Source: BlogHer Research Back-to-School Survey, June 2010, N = 305

Back to School Shopping Study It’s All About the Deal! “What’s your back-to-school shopping style?” (Respondents could only choose a single response) Source: BlogHer Research Back-to-School Survey, June 2010, N = 305

Back to School Shopping Study Sources for Back-to-School Shopping Information Top Source for Back-to-School Shopping Information “If you had to pick one resource for finding out about back-to-school deals, which would it be?” Source: BlogHer Research Back-to-School Survey, June 2010, N = 305

Key Findings Back-to-School is “Green” for Moms (But only if it doesn’t cost more) “How important are ‘green’ or environmentally friendly products to your back-to-school purchases?” Source: BlogHer Research Back-to-School Survey, June 2010, N = 305

Back to School Shopping Study Looking for the Best Deals in this Economy “How, if at all, will today's economy impact how you shop for back-to-school supplies?” Select all that apply Source: BlogHer Research Back-to-School Survey, June 2010, N = 305

Back to School Shopping Study Moms Enjoy Doing Back-to-School Shopping Themselves by a Wide Margin “If you could pay someone to take care of your child's back-to-school shopping needs, which, if any, of the following would you be willing to give up?” Source: BlogHer Research Back-to-School Survey, June 2010, N = 305

Back to School Shopping Study Traditional Supplies Top the List of “Essentials” “If you had to select one back-to-school item that your child(ren) absolutely can’t do without, What would it be?” Source: BlogHer Research Back-to-School Survey, June 2010, N = 305

Back to School Shopping Study The Deal Divas are Watching their Wallets “What is the one thing that you believe would make the back-to-school shopping experience better for you this year?” Source: BlogHer Research Back-to-School Survey, June 2010, N = 305

Back to School Shopping Study Moms Shopping Habits are Still Cautious in this Economy “Is there one item that you're buying this year for your child that shows you are cautiously optimistic about the economy?” Source: BlogHer Research Back-to-School Survey, June 2010, N = 305

Back to School Shopping Study More Moms Would Splurge on a Laptop “If Yes to the previous question, and you felt confident about the economy, what would you buy?” Source: BlogHer Research Back-to-School Survey, June 2010, N = 305

Back to School Shopping Study It’s “Listmania”: Moms Love Lists! “Does back-to-school shopping make you a "listaholic" or a "listaphobic”? Source: BlogHer Research Back-to-School Survey, June 2010, N = 305

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