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Back to School 2010
Press Release

Marketing to Mom Coalition Study Reveals Back to School Trends

CHICAGO - July 7, 2010, Moms plan to cut back on their school shopping this Fall, especially when it comes to clothing for kids, according to a new survey of 1,275 moms nationwide by the Marketing to Moms Coalition . Funded by Current Lifestyle Marketing and Weber Shandwick, the survey was conducted in June 2010 and reveals trends among moms of children age 7-17, including both English and Spanish-speaking Hispanic moms.

This year, spending is expected to decrease 10 percent for kids 7-12 and 12 percent for teenagers 13-17 compared to last year. Moms of 7-12 year olds report average spending of $440 for 2010, compared to $487 in 2009. Moms of teenagers 13-17 will spend $479 compared to $548 last year.

Across age brackets, spending on school supplies, electronics like calculators, and school activities will likely remain flat this year, with the biggest cutback coming in clothing. Among moms of 7-12 year olds, half (50%) say they will spend less than $100 on clothing– a 10 percent increase from 2009.

As spending levels decrease, school volunteering is increasing. More than 90 percent of moms with kids aged 7-17 say they will have the same or greater involvement in their child’s school this year.

“Our research shows that families are still cautious about buying and are sticking to essentials for their kids,” said Maria Bailey, CEO of BSM Media and founding member of the Marketing to Moms Coalition. “But they want to be involved and help as much as they can. As school systems face cutbacks, moms are stepping up by giving their time to help their children’s education.”

As has been the trend in recent years, moms plan to do most of their shopping in retail stores versus online. Online shopping for back to school has been trending down among moms for the past four years, according to Marketing to Moms Coalition reports.

So when the school bell rings – are moms happy or sad that summer is over? Happy! More than 80 percent say they will be happy when their kids go back to school this year.

For more information on the 2010 Back to School Report or the Marketing to Moms Coalition, go to


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 The founders of the coalition are Maria Bailey, CEO of BSM Media; Bridget Brennan, CEO of Female Factor; Michal Clements, Managing Partner, Insight to Action; Amy Colton, Executive Vice President, Current Lifestyle Marketing; and Teri Lucie Thompson, Chief Marketing Officer, Purdue University.

About the Survey
The survey was comprised of a nationally representative sample of American Moms contacted in June 2010, via an online invitation. The sample was balanced on region, household size, population density, income and ethnicity. An ending sample of 1, 275 moms with children under 18 living at home completed the online questionnaire. The research firm Insight to Action analyzed results.