New Survey: More Than Four-in-10 Working Mothers Expect to Spend More This
Back-to-School Season, Citing Biggest Expense as Clothing and School
Surprisingly, 69 Percent Plan to Shop Primarily In-Person Rather than Online;
Sixty-Two Percent Would Buy Latest Technology for Kids if Money Were No Object
WILMINGTON, Del. -- July 23, 2013
Forty-one percent of working mothers expect to spend more this year on
back-to-school shopping than they did last year, while almost half (48
percent) plan to spend about the same, according to a new poll released today
by Working Mother magazine and Chase Slate. Over half (53 percent) of working
mothers attribute their spending level to the rising cost of school supplies,
and 46 percent expect clothing and school uniforms to be their biggest
expense. Surprisingly, 69 percent of working mothers surveyed plan to do most
or all of their back-to-school shopping in-person, with three-in-10 (31
percent) planning to buy all of their school items in-person.
The Working Mother-Chase Slate Back-to School survey was fielded among 820
back-to-school shoppers, with 302 working mothers represented. The nationwide
survey focused consumer sentiment around back-to-school season and anticipated
expenditures for the upcoming school year.
Almost a third (28 percent) of working mothers cite balancing work and
children’s needs as their biggest challenge for the upcoming school year,
compared to 21 percent of back-to-school shoppers overall.
According to the survey, more than a third (37 percent) of working mothers
are planning on making changes to their work schedules to accommodate their
children’s needs. Instead of working fewer hours, working mothers are planning
on adjusting their schedules to better fit their children’s while still
keeping the same total hours at work. Of those planning to change their
schedules, 85 percent said they are somewhat or very comfortable with the
"Our survey shows that working mothers are putting flexibility to work for
them -- and that they are confident that they can successfully meet the
demands on them as a mom and employee,”Jennifer Owens, editorial
director,Working Mother Media, said.“Thisdata sheds lighton the many ways
working momstackle this stressful season,such asshopping online and
adjusting work hours to meet their child care needs. It's interesting to note
that between opportunities to buy in bulk and save on shipping costs, working
moms report that in-person shopping is still an important tactic when it comes
to getting their children ready for school.”
Back-to-School season is the second biggest shopping time of the year behind
the holidays. School supply lists, school uniforms, and tech tools can add up
to large expenses for families. Of those working mothers surveyed, almost half
(46 percent) expect clothing and school uniforms to be their biggest expense
and over a quarter (29 percent) also say that clothing and uniforms are the
items causing the most financial distress this back-to-school season.
Twenty-one percent of working mothers expect extracurricular activities, such
as sports and music lessons, to be their biggest expense and over a quarter
are distressed about these additional back-to-school costs.
While working mothers are focused on the cost of necessities for the new
school year, they still have big-ticket items on the mind. Of those surveyed,
62 percent would purchase a laptop or a tablet this school year if money were
no object, suggesting electronics are top of mind year-round.
“Working mothers have a tremendous ability to juggle financial and everyday
challenges year-round,” said Melissa Gonville, senior marketing director for
Chase. “Back-to-school season is no different, with a long shopping list as
well as preparing their children for a new school year, our data confirms that
once again working mothers are managing all that is on their plates in
With the rising cost of school supplies, working mothers are planning
dollar-saving strategies to make the most of their budgets. More than eight in
ten (86 percent) working mothers plan to take advantage of sales and special
offers to save money on back-to-school expenses. Also listed among the
cost-saving strategies is using coupons and shopping at larger discount stores
(61 percent and 57 percent, respectively). Half (50 percent) of working
mothers plan to re-use items from last year to cut down on costs.
Our survey also shows that despite their distress over the cost of
back-to-school expenses, working mothers surveyed are prepared to cover these
expenses, with 52 percent planning to use a debit card or check card most
often when shopping or paying for back-to-school expenses.
Working Mother-Chase Slate Survey Methodology
The Working Mother-Chase Slate Back-to-School survey was conducted by
independent research company Research Now online between Jun. 3 and 10, 2013,
on behalf of Chase Slate and Working Mother. The survey pool was made up of
820 back-to-school shoppers age 18 and older, with 302 identifying as working
mothers (women who are employed full-time, part-time, or self-employed with a
child under the age of 18 living at home with them). For more on the survey,
go to workingmother.com/chaseslatebacktoschool.
About Working Mother Media
Working Mother Media, a division of Bonnier Corporation (bonnier.com),
ownsWorking Mother magazine and its companion website, workingmother.com, and
the Working Mother Research Institute. The National Association for Female
Executives (nafe.com) and Diversity Best Practices
(diversitybestpractices.com) are also units within WMM.
Chase is the U.S. consumer and commercial banking business of JPMorgan Chase &
Co. (NYSE: JPM), a leading global financial services firm with assets of $2.4
trillion and operations in more than 60 countries. Chase serves more than 52
million consumers and small businesses through more than 5,600 bank branches,
18,700 ATMs, credit cards, mortgage offices, and online and mobile banking as
well as through relationships with auto dealerships. More information about
Chase is available at www.chase.com.
Photos/Multimedia Gallery Available:
Chase Card Services
Erin Smolenski, 302-282-8460
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