BTS Spending Expected to Decrease This Year; Apparel Will See Biggest Cutback

Moms are cutting back on their back-​to-​school shopping this upcoming season, according to a new survey by the Marketing to Moms Coalition. 

The 2010 Back to School Report, which analyzed responses from 1,275 moms nationwide with children ages 2 to 17 years, projected that spending is expected to decrease 10% for kids ages 7 to 12 years, and 12% for teenagers ages 13 to 17 years. Overall, moms of 7- to 12-​year-​olds reported average spending of $440 for 2010, compared with $487 in 2009. Moms of teenagers 13 to 17 years will spend $479, compared with $548 last year.

Spending on school supplies, such electronics as calculators and school activities likely will remain flat this year, with the biggest cutback coming in clothing, the survey showed.

As in the past, Mom plans to do most of her spending in retail stores, rather than online.  Offline shopping continues to make up the majority of Mom’s anticipated spending.

Meanwhile, the coalition found that as spending levels decrease, school volunteering is increasing. More than 90% of moms with kids ages 7 to 17 years said 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."

[Source:  2010 Back to School Report.  Marketing to Moms Coalition. 1 Jul. 2010.  Web.  14 Jul. 2010.]