BackgroundSurvey• 15 minute online survey

• Data collected June 26 – July 1, 2009

Respondents• 1,071 Moms participated in the survey

• 356 are members of the OfficeTalk panel

• 715 were supplied by an external sample source

1

Summary

Even though mom is excited about BTS, there is some stress:• She’s nervous about being able to afford everything on her growing list• She’s anxious about being able to buy the items her child wants• She’s going to have to cut back somewhere else to make the BTS purchase happen• She pretty much “knows” she’s going to have to go to more than one store to get

everything they need

Preparing for Back-to-School

Everyone is excited about going back to school

4

40%

24%

20%

16%

We’re all excited

Me

My child(ren)

None of us are excited

Base: Total n=1,071Q12. Who is more excited about going back to school – your child(ren) or you?

Moms do most shopping before the school year starts

5Base: Total n=1,071Q26. Who does the majority of the back-to-school shopping in your household? / Q13. Which of the following best describes how you shop for back to school supplies?

41%

31%

28%

I buy the essentials right before the school year starts, then buy the “fill in items” throughout the first few …

I buy everything right before the school year starts

I stock up on items through the summer so I ’m ready and not stressed

84%

3%

14%

Myself

My spouse/ significant other

I t’s pretty equal

Responsible for ShoppingResponsible for Shopping

Shopping StrategyShopping Strategy

Most find deals in the Newspaper

6Base: Total n=1,071Q5. How do you find the best deals for back to school items?

• Half look in-store for deals

63%

50%

47%

39%

30%

18%

13%

10%

8%

8%

7%

6%

3%

4%

Sunday Newspaper Sales Ads

Newspaper circulars

Retail store

Word of mouth

Sales Ads from Direct Mail

I nternet search

Office supply company website

Office supply company catalog

Magazines

Review website

General online shopping sites like …

Mom specific social networking sites

Online blogs

Other

Most visit more than two stores

7

• Few shop online

Base: Total n=1,071Q8. How many retailers do you typically visit when shopping for back-to-school supplies? Please include both in-store and online retailers. / Q9. About what portion of

back to school shopping will you do online?

Average: 2.8

Number of Retailers VisitedNumber of Retailers VisitedOnline ShoppingOnline Shopping

Most moms and children participate in choosing items

8

My child(ren) choose all of the items

My child(ren) and I choose the items equally

My child(ren) choose most of the items

I choose most of the items

I choose all of the items

Base: Total n=1,071Q21. Which of the following best describes who chooses the back to school items you purchase?

Durability, price and value are most important

9Base: Total n=1,071Q17. How important are the following when shopping for Back to School supplies this year?

99%

98%

98%

80%

71%

63%

49%

45%

Durability of Product

Price of product

Value of product

Buying items that reflect my child’s personality

Eco-friendliness of product

Stylishness of product

Buying items for my child that are the “coolest available”

Uniqueness of product

Somewhat important Extremely importantVery important

While many don’t feel peer pressure, most look for supplies that reflect

child’s personality

10

34%

21%

45%

Yes

No

Unsure

• Many are unsure about eco-friendly purchases

Base: Total n=1,071Q18. Do you ever feel “peer pressure” to make sure that your kids school supplies are as cool as other kids? / Q22. When selecting back-to-school supplies, do you or

your child(ren) seek out supplies that reflect their personality? / Q16. Do you foresee purchasing more eco-friendly items this year versus last year?

Buy More Eco-FriendlyBuy More Eco-Friendly

41%

59%

Yes

No

Feel Peer PressureFeel Peer Pressure

79%

21%

Yes

No

Supplies Reflect PersonalitySupplies Reflect Personality

Supply lists are the same or longer this year

11

Much more than the last few years

About the same as the last few years

More than the last few years

Less than the last few yearsMuch less than the last few years

Base: Total n=1,071Q7. Do you feel like there are more or less products on your child’s back-to-school supply list now vs. the last few years?

Affording everything is difficult

12Base: Total n=1,071Q6. How difficult are the following aspects of back to school shopping?

79%

70%

66%

44%

40%

37%

Being able to afford everything my child wants for back to school

Being able to afford everything on the list

Being able to find all the school supplies I need at one store

Getting my child emotionally ready for Back to School

Getting myself emotionally ready for Back to School

Being able to get a list together of everything I need

Somewhat difficult Extremely difficultVery difficult

Cutting Back

All supplies provide good value for the money spent

14Base: Total n=1,071Q4. Among school supplies, what items, if any, provide the least value for the money you spend?

18%

17%

14%

13%

13%

12%

11%

11%

10%

10%

10%

10%

10%

8%

8%

43%

binders

bookbag or backpack

kleenex

glue sticks

liquid hand soap

child safety scissors

crayons

pencil box

liquid glue

notebooks

colored markers

index cards

pocket folders

package of #2 pencils

ruler

All of these provide good value

Most will still buy new school supplies

15Base: Total n=1,071 / Will not buy new school supplies n=113Q2. What items or items, if any, will you most likely not buy new this back-to-school season? / Q3. What specific school supplies will you not buy new this year?

14%

14%

11%

75%

Clothing

Shoes

School supplies

None of the above

59%

50%

48%

46%

45%

42%

42%

40%

40%

38%

38%

37%

36%

33%

31%

3%

child safety scissors

pencil box

liquid glue

ruler

binders

index cards

bookbag or backpack

glue sticks

crayons

pocket folders

liquid hand soap

colored markers

package of #2 pencils

kleenex

notebooks

Other

Will Not Buy NewWill Not Buy New

Supplies Will Not Buy NewSupplies Will Not Buy New

Most are concerned about affording $60+ for supplies

16Base: Total n=1,071Q27.How much do you typically spend on back-to-school supplies per child? / Q28. How concerned are you about being able to afford the proper school supplies for

your children this year?

Average: $88

Extremely concerned

Somewhat concerned

Very concerned

Not very concerned

Not at all concerned

Median: $63

39%

34%

27%

76%

62%

33%

15%

10%

Dining

Home entertainment

Apparel shopping

Shoes

Other

Many will cut back on dining and home entertainment

17Base: Total n=1,071 / Will cut back n=422Q29. Will you cut back in other areas of your household spending in order to afford your child’s school supplies? / Q30. In what areas will you cut back in your

spending?

Plan to Cut BackPlan to Cut Back

Areas Will CutAreas Will Cut

No

Yes

Not Sure

Profile

The average household has two children who attend public school

19Base: Total n=1,071 [Base for Gender n=654]Q1. How many children under the age of 18 live in your household? / Q31A. Are the child(ren) in your household boy(s) or girl(s)? / Q31. What grade level(s) will your

child(ren) enter in this fall? / Q32. What type(s) of school will your child(ren) attend this fall?

Number of Children in HHNumber of Children in HH

Gender of Children in HHGender of Children in HH

Grade of Children in HHGrade of Children in HH

Average: 1.9

Type of SchoolType of School

The average Mom is in her 30s with an income of $60K

20Base: Total n=1,071Q34. Which of the following describes your age? / Q33. Which of the following best describes your race/ethnicity? / Q35. Which of the following describes your total

annual household income before taxes?

Mom AgeMom Age Household IncomeHousehold Income

Mom EthnicityMom Ethnicity

Average: $63,656