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Background

Background. Survey 15 minute online survey Data collected June 26 – July 1, 2009 Respondents 1,071 Moms participated in the survey 356 are members of the OfficeTalk panel 715 were supplied by a n external sample source. Even though mom is excited about BTS, there is some stress:

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Background

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Presentation Transcript

  1. Background • Survey • 15 minute online survey • Data collected June 26 – July 1, 2009 • Respondents • 1,071 Moms participated in the survey • 356 are members of the OfficeTalk panel • 715 were supplied by an external sample source

  2. Even though mom is excited about BTS, there is some stress: • She’s nervous about being able to afford everything on her growing list • She’s anxious about being able to buy the items her child wants • She’s going to have to cut back somewhere else to make the BTS purchase happen • She pretty much “knows” she’s going to have to go to more than one store to get everything they need Summary

  3. Preparing for Back-to-School

  4. Everyone is excited about going back to school Base: Total n=1,071 Q12. Who is more excited about going back to school – your child(ren) or you?

  5. Moms do most shopping before the school year starts Responsible for Shopping Shopping Strategy Base: Total n=1,071 Q26. Who does the majority of the back-to-school shopping in your household? / Q13. Which of the following best describes how you shop for back to school supplies?

  6. Most find deals in the Newspaper • Half look in-store for deals Base: Total n=1,071 Q5. How do you find the best deals for back to school items?

  7. Most visit more than two stores • Few shop online Number of Retailers Visited Online Shopping Average: 2.8 Base: Total n=1,071 Q8. How many retailers do you typically visit when shopping for back-to-school supplies? Please include both in-store and online retailers. / Q9. About what portion of back to school shopping will you do online?

  8. Most moms and children participate in choosing items My child(ren) choose all of the items My child(ren) choose most of the items My child(ren) and I choose the items equally I choose most of the items I choose all of the items Base: Total n=1,071 Q21. Which of the following best describes who chooses the back to school items you purchase?

  9. Durability, price and value are most important Somewhat important Very important Extremely important Base: Total n=1,071 Q17. How important are the following when shopping for Back to School supplies this year?

  10. While many don’t feel peer pressure, most look for supplies that reflect child’s personality • Many are unsure about eco-friendly purchases Feel Peer Pressure Supplies Reflect Personality Buy More Eco-Friendly Base: Total n=1,071 Q18. Do you ever feel “peer pressure” to make sure that your kids school supplies are as cool as other kids? / Q22. When selecting back-to-school supplies, do you or your child(ren) seek out supplies that reflect their personality? / Q16. Do you foresee purchasing more eco-friendly items this year versus last year?

  11. Supply lists are the same or longer this year Much more than the last few years More than the last few years About the same as the last few years Less than the last few years Much less than the last few years Base: Total n=1,071 Q7. Do you feel like there are more or less products on your child’s back-to-school supply list now vs. the last few years?

  12. Affording everything is difficult Somewhat difficult Very difficult Extremely difficult Base: Total n=1,071 Q6. How difficult are the following aspects of back to school shopping?

  13. Cutting Back

  14. All supplies provide good value for the money spent Base: Total n=1,071 Q4. Among school supplies, what items, if any, provide the least value for the money you spend?

  15. Most will still buy new school supplies Supplies Will Not Buy New Will Not Buy New Base: Total n=1,071 / Will not buy new school supplies n=113 Q2. What items or items, if any, will you most likely not buy new this back-to-school season? / Q3. What specific school supplies will you not buy new this year?

  16. Most are concerned about affording $60+ for supplies Extremely concerned Very concerned Somewhat concerned Not very concerned Not at all concerned Average: $88 Median: $63 Base: Total n=1,071 Q27.How much do you typically spend on back-to-school supplies per child? / Q28. How concerned are you about being able to afford the proper school supplies for your children this year?

  17. Many will cut back on dining and home entertainment Plan to Cut Back Not Sure Areas Will Cut Yes No Base: Total n=1,071 / Will cut back n=422 Q29. Will you cut back in other areas of your household spending in order to afford your child’s school supplies? / Q30. In what areas will you cut back in your spending?

  18. Profile

  19. The average household has two children who attend public school Number of Children in HH Grade of Children in HH Average: 1.9 Type of School Gender of Children in HH Base: Total n=1,071 [Base for Gender n=654] Q1. How many children under the age of 18 live in your household? / Q31A. Are the child(ren) in your household boy(s) or girl(s)? / Q31. What grade level(s) will your child(ren) enter in this fall? / Q32. What type(s) of school will your child(ren) attend this fall?

  20. The average Mom is in her 30s with an income of $60K Household Income Mom Age Mom Ethnicity Average: $63,656 Base: Total n=1,071 Q34. Which of the following describes your age? / Q33. Which of the following best describes your race/ethnicity? / Q35. Which of the following describes your total annual household income before taxes?

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