4. The expense of back to school shopping is a worry for many Moms,
only 9% indicated they were not at all worried.
35%
35%
30%
25%
19% 18% 19%
20%
15%
9%
10%
5%
0%
Very Worried Somewhat Worried Not at all Worried
Q4. How worried are you about the expense of back to school shopping this year? N=1394
6. Back to school shopping budgets vary a great deal, though 46% of
Moms an.cipate spending between $50 and $200 overall.
30%
26%
25%
20%
20% 18%
15%
11%
10% 8%
7%
6%
5%
5%
0%
Less than $50 $50 to $99 $100 to $199 $200 to $299 $300 to $399 $400 to $499 $500 or more I have no idea
Q5. Overall, how much do you anticipate spending on this year's back to school shopping? N=1394
7. Nearly half (48%) of Moms, who have indicate they have set a
budget for back to school shopping, say they have budgeted
between $100 and $300 for clothes, accessories and shoes.
1% 2% N/A
100% 1% 11%
10% $500 or more
90% 1%
2%
28%
14% 33% $400 to $499
6%
80%
13% $300 to $399
1% 32%
70% 3% $200 to $299
7% 3%
60% 34% 8% $100 to $199
10%
31% $50 to $99
50% 15%
14% $25 to $49
40% 32%
11% Less than $25
30% 25%
20% 36% 36%
29%
12% 21%
10%
4%
0%
Electronics (e.g. Clothing, School supplies Sports equipment Art supplies
computer, accessories & (e.g. folders,
cellphones, iPods) shoes notebooks,
backpacks)
Q6. Have you set a budget for this year's back to school shopping? N=1394
Q7. What is your budget, per child, for the following back to school items this year? N=474
8. Coupons and special offers top the list of ways Moms will be saving
money on back to school items this year.
Look for special offers 92%
Use coupons 80%
Reuse some items from previous years 74%
Shop at discount stores 70%
Buy fewer brand names 42%
Use hand‐me‐down clothes or supplies
from friends/family 36%
Buy online 29%
Not make any new purchases 4%
Other, please specify 4%
None of the above 1%
Q8. In what ways will you try to save money this year when back to school shopping? (Check all that apply) N=1394
9. Sales and special offers are key influencers, when it comes to Moms
choosing where they will shop for back to school supplies.
100% 8% 8% 6%
11% 6‐Least Influen:al
16%
90% 6%
4% 13% 18%
80% 9% 26% 51% 5
12% 22%
70%
21% 11% 31%
60% 4
19% 21%
50%
31% 15% 3
40%
23% 26%
22%
30% 53% 12%
2
20% 10%
25% 14% 13% 15%
10% 6%
6% 6% 6% 1‐Most Influen:al
5%
0%
Sales or Coupons Trusted store Available Loca:on Convenience
Special offers online
Q9. Please rank what factors influence where you purchase items for back to school? (1 being most influential and 6 being least
influential)? N=1394
10. Big Box stores are popular back to school shopping des.na.ons for
Moms. 46% of Moms also say they’ll be buying in bulk this year.
Wal‐mart 69%
Target 57%
Staples 44%
Online 12%
Office Depot 11%
Kmart 11%
Kid's Clothing Store 11%
OfficeMax 10%
Drugstore 10%
Costco 5%
Grocery Store 5%
Sam's Club 4%
Sears 3%
BJ's 2%
None of these 1%
I don't know 6%
Other, please specify 9%
Q10. Where will you do the majority of your back to school shopping this year? (Please pick up to 3) N=1394
Q11. Do you plan on buying in bulk? N=1394
11. Moms feel they have to make sacrifices in their back to school
shopping decisions because of budget concerns.
Only 18% of Moms surveyed said they an.cipated conflict with their child/children over back to
school shopping budgets. 32% of Moms indicated concern over balancing their budget against their
child/children’s desires
A significant percentage of Moms did indicate a need to sacrifice the following:
40% 38% 28% 16% 10%
Kid’s expecta.ons Brand names Cool designs Quality Value
Q14. Are you worried about balancing your budget against your child(ren)'s desires? N=1394
Q15. Do you anticipate conflict with your child(ren) over your back to school budget? N=1394
Q16. Do you feel you have to sacrifice any of the following because of budget concerns? (Check all that apply) N=1394
12. Moms of Middle School and High School Students an.cipate
slightly more conflict over back to school shopping than do Moms
of younger students.
100%
No
90% Yes
80%
70%
76% 77% 78%
60% 82% 84% 81%
50%
40%
30%
20%
24% 24% 22%
10% 18% 16% 19%
0%
All Ages Pre‐K or Elementary Middle School or High School Other
Kindergarten School Junior High
Q2. What grade(s) will your child(ren) be entering in the fall?
Q15. Do you anticipate conflict with your child(ren) over your back to school budget?) N=1394
14. Moms Speak: uniforms can be expensive too
“For the uniform, I usually shop around and “Uniforms cost more upfront, but we generally
DON'T buy shirts with the school logo because get a couple of years worth of wear from them.
those always cost quite a bit more. I s:ck with It does simplify the mornings gekng ready for
solid color dark polos.” school.”
“It is actually more expensive because they “It makes it much more difficult because my
can't wear any of their normal clothes. Even kids OUTGROW their uniform before they
the outerwear (coats, jackets, etc.) have to be OUTWEAR them, so they are forced to
color‐compliant. My preschooler will be purchase clothing they only wear for a limited
wearing uniforms at her preschool this year amount of :me.”
for the first :me, too, so we will have to
double our budget for uniforms.”
“the uniforms cost a TON. I usually dress my kids
in really nice Gap and Gymboree hand me downs
“Because of the expense of having 2 sets of or in clothes from Target or from mall stores on
clothing, I look for sales throughout the year
sale. The uniforms (they have seasonal ones and
and do very limle shopping for clothes at the
a gym one, so I need EIGHT ouqits total for my
start of the year. I buy things at end of season two kids, with mul:ple shirts, pants, skirts, for
sales and hold onto them. Luckily I have 3 girls each) run us over $500 each year. I hand down
and so it is bound to fit one of them at some and buy used, too. But $40 for ONE dress is a lot
point or another.”
for us!”
Q17. Do your children wear a school uniform? N=201
Q19.If you answered "Yes" to questions 17 or 18, please tell us how this impacts your back to school shopping budget
15. Moms Speak: Many homeschooling Moms spend more on
curriculum.
“We have to purchase our own curriculum and “We homeschool and I believe that makes back to
accommoda:ng supplies for our special needs sons, school shopping much easier! We don't have to
while our middle son amends public school, which worry so much about brand names as other parents
can get expensive quickly.” do.”
“We homeschool so the amount of money we save “Because I home school I don't need to buy new
on things like "the in" clothes and that sort of thing clothes specifically for school. I can buy them when
allows us to spend more money on educa:onal they are on sale or whenever they need something
items. Even then, I know that we spend far less new. I do purchase all the other basic supplies
homeschooling than friends spend on their kids' though.”
school clothes alone.
“Well, I need to be more careful since I have
“It makes it far less costly than back to school
to buy all curriculum myself. On the other
shopping for tradi:onal supplies as we can buy
hand, I can buy whatever I want and don't
everything when it is on sale. Books and curriculum
have to s:ck to silly lists or bend to the latest
however cost us more than if we” sent her to a
fashions, so it evens out.”
public school
Q18. Do you home school any of your children? N=128
Q19.If you answered "Yes" to questions 17 or 18, please tell us how this impacts your back to school shopping budget
17. Who we spoke to:
20. My age is: 25. I consider myself to be:
20 to 24 years 1% Asian American 4%
25 to 29 years 10% Black/African American 5%
30 to 34 years 24% White/Caucasian 87%
35 to 39 years 26% Hispanic/La:na 4%
40 to 44 years 21% Na:ve American/Alaskan Na:ve/Pacific Islander 1%
45 to 49 years 12% Other, please specify 2%
50 to 54 years 4% 26. My average yearly household income is:
55+ years 2% Under $25,000 9%
21. I live in the following region of the U.S.: $25,000‐50,000 28%
New England 11% $51,000‐75,000 24%
Mid‐Atlan:c 16% $76,000‐100,000 17%
South 27% $101,000‐150,000 7%
Midwest 25% $151,000+ 3%
West 13% I prefer not to answer 11%
Southwest 6% 27. I am currently:
I do not reside in the U.S. 1% Married 84%
22. I would describe my neighborhood as: Single 5%
Urban 17% Divorced 4%
Suburban 60% Widowed 1%
Rural 23% In a Partnered Rela:onship 5%
23. I have the following number of children: Separated 2%
1 15% 28. I currently:
2 43% Work Full‐Time 30%
3 26% Work Part‐Time 18%
4 9% Am a stay at Home Mom 50%
5+ 7% Am a student 2%
24. The age(s) of my child(ren) is/are:
29. The highest level of educa.on I have completed:
0‐1 13%
2‐3 26% High School Degree 16%
4‐6 48% 2 year Associate's Degree 11%
7‐9 43% Some College 32%
10‐12 35% 4 year College Degree 29%
13‐15 25% Graduate/Master's Degree 12%
16‐18 20%
Grown 12%
