2. Table of Contents Back-to-School Survey Methodology 4 Executive Summary/Top Line Findings6 Key Findings 7-17 2

3. Staples Back-to-School Survey June 2010 3

4. 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 4

5. 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 5

6. 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) 6

7. Back to School Shopping Study 7 Key Findings

8. Back to School Shopping Study 8 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?”

9. Back to School Shopping Study 9 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)

10. Back to School Shopping Study 10 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

11. Key Findings 11 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?”

12. Back to School Shopping Study 12 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

13. Back to School Shopping Study 13 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?”

14. Back to School Shopping Study 14 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 item that your child(ren) absolutely can’t do without, What would it be?”

15. Back to School Shopping Study 15 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?”

16. Back to School Shopping Study 16 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?”

17. Back to School Shopping Study 17 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?”

18. Back to School Shopping Study 18 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”?