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

Moms do most shopping before the school year starts 5 Base: Total n=1,071 Q26. 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? Responsible for Shopping Shopping Strategy

Most find deals in the Newspaper 6 Base: Total n=1,071 Q5. How do you find the best deals for back to school items? Half look in-store for deals

Most visit more than two stores 7 Few shop online Base: Total n=1,071 Q8. 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 Visited Online 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=1,071 Q21. Which of the following best describes who chooses the back to school items you purchase?

Durability, price and value are most important 9 Base: Total n=1,071 Q17. How important are the following when shopping for Back to School supplies this year? Somewhat important Extremely important Very important

While many don’t feel peer pressure, most look for supplies that reflect child’s personality 10 Many are unsure about eco-friendly purchases Base: Total n=1,071 Q18. 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-Friendly Feel Peer Pressure Supplies 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 years Much less than the last few years Base: Total n=1,071 Q7. 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 12 Base: Total n=1,071 Q6. How difficult are the following aspects of back to school shopping? Somewhat difficult Extremely difficult Very difficult

Cutting Back

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

Most will still buy new school supplies 15 Base: Total n=1,071 / Will not buy new school supplies n=113 Q2. 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? Will Not Buy New Supplies Will Not Buy New

Most are concerned about affording $60+ for supplies 16 Base: Total n=1,071 Q27.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

Many will cut back on dining and home entertainment 17 Base: Total n=1,071 / Will cut back n=422 Q29. 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 Back Areas Will Cut No Yes Not Sure

Profile

The average household has two children who attend public school 19 Base: 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 HH Gender of Children in HH Grade of Children in HH Average: 1.9 Type of School

The average Mom is in her 30s with an income of $60K 20 Base: Total n=1,071 Q34. 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 Age Household Income Mom Ethnicity Average: $63,656