The document summarizes the results of a survey of over 500 mothers regarding their back-to-school shopping plans and habits. Key findings include that most mothers will begin shopping one month before school starts, over 75% will spend more than $400, and their children influence at least half of the purchases. The majority of mothers also plan to use coupons and do some online shopping for back-to-school items.

1. Mom Study 2014
Back-To-School Report!
07.21.14!

2. Who was Involved?
The “Mom Study 2014” is based on
qualitative and quantitative research and
was conducted with more than 500
momSpotters® throughout the United
States during the month of July of 2014.
This report is available for download at
www.buzzmg.com/reports.!
Composed based on data
from 07.01.2014 – 07.20.2014!
593 Participants!
7,000 Panelists!
100% Female!
Survey fielded online!
Ages 21-55!
21-30 ! ! ! !14%!
31-39 ! ! ! !30%!
40-49 ! ! ! !31%!
50-55 ! ! ! !25%!
Mom Study 2014: Back-To-School Report!

3. Location
Mom Study 2014: Back-To-School Report!
NY#
9%#
CA#
8%#
IL#
12%#
TX#
6%#
FL#
5%#
PA#
6%#GA#
6%#
Rest#of#USA#
48%#

4. Ethnicity
Mom Study 2014: Back-To-School Report!
White#
68%#
Black#
18%#
Asian#
American#
4%#
Hispanic#
8%#
Mixed#
2%#

5. Marital Status
Mom Study 2014: Back-To-School Report!
Single#
13%#
DaPng#
4%#
In#a#
relaPonship#
13%#Married#
63%#
Divorced#
7%#

6. Education
Mom Study 2014: Back-To-School Report!
High#school#
diploma#
28%#
Associates#
Degree#
19%#
Bachelors#
Degree#
33%#
Masters#
Degree#
16%#
Ph.D#
4%#

7. Employment
Mom Study 2014: Back-To-School Report!
Unemployed# Working#partU
Pme#
Working#fullU
Pme#
SelfU
employed#
A#student# FullUPme#
homemaker#
11%#
16%#
51%#
10%#
4%#
9%#

8. Household Income
Mom Study 2014: Back-To-School Report!
Less#than#
$8,000#
$8,000#U#
$33,000#
$33,000U#
$82,000#
$82,000#U#
$170,000#
$170,000#U#
$370,000#
More#than#
$370,000#
1%#
11%#
44%#
32%#
8%#
4%#

9. My child(ren) currently attend(s) _____:!
Mom Study 2014: Back-To-School Report!
Elementary#
School#
Middle#School# High#School# College# Post#Grad#
48%#
36%# 37%#
30%#
8%#

10. Who do you usually shop
with? (Select all that apply)!
Mom Study 2014: Back-To-School Report!
Myself# My#Child(ren)# My#Friends# My#Parent(s)#
96%#
81%#
62%#
26%#

11. What percentage of your back-to-school
spending is influenced by your child?!
Mom Study 2014: Back-To-School Report!
Zero# TwentyUfive# Fi`y# SeventyUfive# One#hundred#
8%#
17%#
37%#
29%#
9%#

12. When will you begin back-to-
school shopping?!
Mom Study 2014: Back-To-School Report!
3#months#
before#
school#starts#
2#months#
before#
school#starts#
1#month#
before#
school#starts#
2#weeks#
before#
school#starts#
1#week#
before#
school#starts#
Once#school#
starts#
12%#
28%#
40%#
14%#
2%#
4%#

13. How many times will you go shopping?!
Mom Study 2014: Back-To-School Report!
Once# Twice# Three#Pmes# Four#Pmes# Five#Pmes# UnPl#
saPsfied#
9%# 8%#
17%#
9%#
2%#
56%#

14. How will the economy impact
your back-to-school shopping
this year? (Select all that apply)!
Mom Study 2014: Back-To-School Report!
I#will#not#be#impacted#by#the#economy#this#year#
I#will#spend#less#overall#
I#will#buy#more#store#brand/generic#products#
I#will#reuse#last#year's#school#items#
I#will#do#more#online#shopping#
I#will#do#more#comparaPve#shopping#online#
I#will#use#more#coupons#
I#will#look#for#more#sales#
16%#
20%#
27%#
29%#
41%#
46%#
52%#
77%#

15. Are you using coupons this
year? Did you use coupons
last year?!
Mom Study 2014: Back-To-School Report!
2014# 2013#
Yes#
85%#
No#
15%#
Yes#
77%#
No#
23%#

16. Do you plan to spend more or less on
your back-to-school shopping this year
compared to last year?!
Mom Study 2014: Back-To-School Report!
More# Less# Same#
26%#
18%#
56%#

17. How much do you plan to spend for
all of your back-to-school purchases?!
Mom Study 2014: Back-To-School Report!
Less#than#
$200#
$200U$400# $400U$600# $600U$800# $800U$1,000# More#than#
$1,000#
13%#
22%#
20%#
13%# 13%#
19%#

18. Where will you purchase back-to-school
items this year? (Select all that apply)!
Mom Study 2014: Back-To-School Report!
Catalog#
Campus#Store#
Smartphone/Tablet#
Electronics#Store#
Drug#Store#
Discount#Store#
Office#Supply#Store#
Online#
Department#Stores#
Retail#locaPons#
11%#
17%#
27%#
34%#
35%#
59%#
63%#
71%#
71%#
76%#

19. If you plan to buy electronics, which
do you plan to buy? (Select all that apply)!
Mom Study 2014: Back-To-School Report!
Laptop# Tablet# Smartphone# TV# Kindle# Digital#Camera#DVD#Player# MP3#Player#
46%#
34%#
24%#
13%#
10%# 10%#
7%# 6%#

20. Where do you plan to purchase
your electronics? (Select all that apply)!
Mom Study 2014: Back-To-School Report!
Amazon# Best#buy# Walmart# Target# Ebay# Radioshack# KUmart#
63%#
58%#
52%#
49%#
15%#
10%# 10%#

21. What is most important to
you when purchasing a
product? (select two)!
Mom Study 2014: Back-To-School Report!
Quality# Brand#name# FuncPonality#
Value#
Lowest#Price# Reviews#
76%#
30%#
23%# 20%# 19%#

22. Key Findings
Mom Study 2014: Back-To-School Report!
80% of Moms start shopping at least one month before school starts
compared to 60% last year!
85% of Moms are using coupons this year compared to 77% last
year!
71% of Moms plan to do some online shopping this year compared
to 61% last year!
75% of Moms say their kids influence at least half of their back-to-
school purchases !
65% of Moms plan to spend more than $400 this back-to-school
season!

23. Buzz Marketing Group !
132 Kings Highway East !
Suite 202!
Haddonfield, NJ 08033!
856.433.8579!
Fax: 856.520.8581!
www.buzzmg.com!
Contact Us