Back-To-School Shopping & Decision-Making Moms
PunchTab | August 28, 2014

PunchTab, the leading omni-channel engagement and insights platform, today announced results from a survey on purchase behaviors of moms during the back-to-school shopping season. More than 500 moms participated in the survey, which explored their shopping plans, purchase drivers, and anticipated use of social media and mobile devices for their shopping needs.

Spending among moms is anticipated to rise, with 77 percent expecting to spend about the same amount, or more, on back-to-school shopping in 2014. In addition, the vast majority of moms (85%) expect to do more than half, or all, of their shopping in stores.

Key among the findings of the survey was that a majority of moms (75%) would not use social media for back-to-school purchase decisions. Only 22 percent of moms would turn to Facebook for purchase decisions, while only 1 percent would turn to Twitter.

“Spending among moms is on the rise this back-to-school shopping season, which makes understanding their path to purchase extremely valuable,” said Robyn Hannah, VP, PR and Communications at PunchTab. “Moms are eschewing social media for purchase decisions this season, but that doesn’t mean they can’t be reached. As more moms gravitate towards in-store purchases and turn to mobile devices for coupons while on the go, there’s a unique opportunity for retail and CPG organizations to reach them on mobile, and even turn them into repeat buyers. The trick is to understand your consumer segments and provide the right offer, on the right channel, at the right time. Which is why we obsess about these insights at PunchTab.”

The PunchTab survey also finds that more than 60 percent of moms said they will use their smartphone while back-to-school shopping, mainly to look for coupons. Other reasons for smartphone usage included comparing prices among different retailers (30%) and browsing for items in online stores (29%).

While in the store, moms are four times more likely to use their smartphone to look for coupons as compared to other mobile activities. In addition, 89 percent of moms said that coupons and deals are at least somewhat important to their purchase decisions.

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