Current - Moms In This Economy

Family Finances on the Front Burner

57% say their family finances have deteriorated
- 34% worried it’s getting worse
20% say they lost a job, 17% say their spouse did
- 27% saw reduced income
- 18% lost benefits
Full-time working moms least effected, worst for lower income, part-time working moms

First things sacrificed – herself
- 72% gave up new clothes
- 51% cut back on health and beauty products
- She is not scrimping on food, clothing for her kids
Majority of moms who had planned to buy appliances or electronics item didn’t this year
Two-thirds will still go on vacation
- Moms still need a break!
Spanish-speaking Hispanic moms most likely to have cut spending

She is trying be more frugal this year
- 50% buy less expensive brands
- 51% buying more on sale
- 50% using coupons more often
- 42% checking weekly circulars more
She is doing some things the same as last year
- Shopping online (54%)
- Mass merch/discount stores (59%)
- Trying to one-stop shop (57%)
- Making special trips for best price (51%)
She clips her coupons from a variety of sources
- Newspapers (68%), Direct mail, online (46%), email (37%), magazines (34%), “other” (3%), 12% don’t use them..