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Table of Contents. Back-to-School Survey Methodology 4 Executive Summary/Top Line Findings6 Key Findings 7-17. Staples Back-to-School Survey June 2010. Back-to-School Survey Methodology. - PowerPoint PPT PresentationTRANSCRIPT
Table of Contents
Back-to-School Survey Methodology 4
Executive Summary/Top Line Findings 6
Key Findings 7-17
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Staples Back-to-School SurveyJune 2010
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Back-to-School Survey Methodology
BlogHer was commissioned on behalf of Staples to conduct a survey on Back-to-School shopping habits for Moms
• Sample Size: 311 completed surveys• Demographics: Moms 18-49• Survey fielded to the BlogHer publishing network
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Executive Summary
Core Findings Include the Following on Back-To-School Shopping Habits
•Moms like doing back-to-school shopping. 78% report that they enjoy it and are happy to do it themselves.
•The economy continues to impact shopping choices. 42% of the moms identified themselves as “Deal Divas” and the #1 response to a question on how the economy will effect their back-to-school shopping this year (with 57%) was “I will look for low prices and sales”.
•Most respondents (33.8%) selected “lower prices” as the one thing that would make the back-to-school shopping experience better for them this year
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Executive Summary
Core Findings Include the Following on Back-To-School Shopping Habits
•The #1 resource for BTS shopping information was the local newspaper, but blogs came in a firm second, over Retail websites, Facebook or Twitter.
•Moms overwhelmingly believe in “green” or environmentally friendly school supplies (20% said “very” important, and 66% said “somewhat” important, but only if it doesn’t cost more)
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Back to School Shopping Study
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Key Findings
Back to School Shopping Study
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Moms are surprised that it is already time for Back-to-School Shopping Again
Source: BlogHer Research Back-to-School Survey, June 2010, N = 305
“When you think BTS
(Back-to-School), what
are three other letters
that come to mind?”
Back to School Shopping Study
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It’s All About the Deal!
Source: BlogHer Research Back-to-School Survey, June 2010, N = 305
“What’s your back-to-
school shopping style?”
(Respondents could only choose a single response)
Back to School Shopping Study
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Sources for Back-to-School Shopping Information
Source: BlogHer Research Back-to-School Survey, June 2010, N = 305
“If you had to pick one resource for finding out about
back-to-school deals, which would it be?”
Top Source for Back-to-School Shopping Information
Key Findings
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Back-to-School is “Green” for Moms (But only if it doesn’t cost more)
Source: BlogHer Research Back-to-School Survey, June 2010, N = 305
“How important are ‘green’ or
environmentally friendly products to your back-to-school
purchases?”
Back to School Shopping Study
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Looking for the Best Deals in this Economy
Source: BlogHer Research Back-to-School Survey, June 2010, N = 305
“How, if at all, will today's economy
impact how you shop for back-to-school
supplies?” Select all that apply
Back to School Shopping Study
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Moms Enjoy Doing Back-to-School Shopping Themselves by a Wide Margin
Source: BlogHer Research Back-to-School Survey, June 2010, N = 305
“If you could pay someone to take care of your child's back-to-school shopping
needs, which, if any, of the following would you be willing to give
up?”
Back to School Shopping Study
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Traditional Supplies Top the List of “Essentials”
Source: BlogHer Research Back-to-School Survey, June 2010, N = 305
“If you had to select one back-to-school
itemthat your child(ren)
absolutely can’tdo without,
What would it be?”
Back to School Shopping Study
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The Deal Divas are Watching their Wallets
Source: BlogHer Research Back-to-School Survey, June 2010, N = 305
“What is the one thing that you
believe would make the back-to-school
shopping experience better for you this
year?”
Back to School Shopping Study
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Moms Shopping Habits are Still Cautious in this Economy
Source: BlogHer Research Back-to-School Survey, June 2010, N = 305
“Is there one item that you're buying this year for your
child that shows you are cautiously
optimistic about the economy?”
Back to School Shopping Study
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More Moms Would Splurge on a Laptop
Source: BlogHer Research Back-to-School Survey, June 2010, N = 305
“If Yes to the previous question,
and you felt confident about the
economy, what would you buy?”
Back to School Shopping Study
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It’s “Listmania”: Moms Love Lists!
Source: BlogHer Research Back-to-School Survey, June 2010, N = 305
“Does back-to-school shopping make you a
"listaholic" or a "listaphobic”?