Moms Moms Moms Moms Moms Moms Moms

Back to School 2007
Press Release

MOTHERS WILL SPEND NEARLY $450.00 FOR BACK TO SCHOOL 2007
MARKETING TO MOMS COALITION STUDY REVEALS TOP SPENDING CATEGORIES AND IMPACT ON MOM'S BEHAVIOR, FAMILY SCHEDULES AND FINANCES

Chicago, Illinois, August 24, 2007--Back to school creates new family priorities, plans and resolutions. It's also not cheap, according to a new study released today by the Marketing to Moms Coalition.

According to Marketing to Moms Coalition Report, Back to School 2007, "School Age Moms" (mothers with children aged 7-12) will spend nearly $450.00 on average on Back to School 2007. School Age Moms with two children between 7 and 12 will spend nearly $600.00.

The top two spending categories were 33% for clothes and 17% for sports and exercise gear, including uniforms, shoes, and equipment. Other top categories were 14% for school supplies and 14% for school activity fees.

In making the announcement on behalf of the Coalition, Teri Lucie Thompson, Marketing to Moms Coalition Board member and Vice President of Marketing for Safeco Insurance explained, "Back to school time is the real New Year's Day for many moms. It symbolizes a fresh start and is the time to change family routines."

"While the beginning of the calendar year is an opportune time for resolution making and priority setting, for back to school moms, the beginning of the school year is a new beginning for important family decisions. For example, fully 63% of the school age moms surveyed plan to pack more healthy lunches for their children this year. In addition, with the large and disproportionate expenditures for back to school, moms are re-evaluating all of their family spending for the balance of the year, including the Holiday Season," Ms. Thompson concluded.

The Marketing to Moms Coalition Back To School 2007 Report was conducted in early August 2007 via on-line invitation. The sample, which included 1,278 mothers with children under 18 living at home, including at least one child 7 to 12 years old, was well distributed by region, household size, population density, income and ethnicity. The results were analyzed by Insight to Action, a leading strategic branding and naming firm. A full copy of the report is available at no cost through the Coalition's website, www.marketingtomomscoalition.org.

About the Marketing to Moms Coalition
The Marketing to Moms Coalition is an independent organization dedicated to supporting and promoting an understanding of mothers as the most powerful consumer group in the U.S. A resource to industry professionals, the Coalition provides insights, identifies trends, connects members and recognizes companies and brands that honor, empower and respect mothers. The Coalition's founding members are Maria Bailey, BSM Media; Bridget Brennan, Female Factor; Michal Clements, Insight to Action; and Teri Lucie Thompson, Safeco Insurance.

For More Information:
Teri Lucie Thompson
206-545-5420
terith@safeco.com

Melissa M. Krantz
KRANTZ AND CO.
917-653-6716
mkrantz@krantzandco.com