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Holiday Shopping 2007
Press Release


Marketing to Moms Coalition Study Shows Key Holiday Shopping Plans

Chicago, Illinois, October 1, 2007 – Moms are getting a jump on holiday shopping this year – buying for Christmas and Hannukah even long before Halloween, according to a new study released today by the Marketing to Moms Coalition.

According to the Marketing to Moms Report, Holiday Shopping 2007, more than one quarter of moms (45%) start their holiday shopping in September and October while 39% percent will start heading to stores in November. A few procrastinators – or savvy last-minute sales shoppers – don’t begin buying until December (13%).

The average mom will spend $700 this year on holiday presents Moms of teens spend slightly more ($835), while mothers of children under six will spend slightly less ($664).

Kids Get Cash to Pick Out Presents, Too
Moms aren’t the only ones to get in on the holiday shopping – nearly three fourths (72%) of mothers plan to provide their kids with their own spending money to pick out presents. According to the report, mom typically doles out an average of $50 for her kids’ shopping – teenagers usually get more ($74) while the little kids get a bit less ($37).

“One of the trends we’re seeing among mothers across the board is giving children more of a role and more responsibility for the family,” said Michal Clements,  Marketing to Moms Coalition Board member and Managing Director of insight to Action. “Whether it’s cleaning up the house, deciding what movie the family should see or what to give their siblings for the holidays, empowering kids to make their own choices is a big part of parenting today.”

Holiday Online Shopping Habits
Online shopping is always important for retailers, and the report shows that this year is no exception.  The majority of moms (62%) plan to fill at least some of their purchasing online, while more than one in 10 (14%) will do most of their shopping on the Internet this year.

“Heavy online shopping moms are most likely to be the first to talk about a product and discuss information with other parents,” said xx. “ Our research shows that these moms spend a lot more than other shopping moms, so reaching this group of women can make a big difference for retailers’ holiday sales.”

In fact, moms who will do at least half of their holiday shopping online will spend an average of $980 dollars this year, while other moms will spend $700.

The Marketing to Moms Coalition Holiday Shopping 2007 Report was conducted in early August 2007 via on-line invitation. The sample, which included 1279 mothers with children under 18 living at home, including at least one child 7 to 12 years old, was well distributed by region, household size, population density, income and ethnicity. The results were analyzed by Insight to Action, a leading strategic branding and naming firm. A full copy of the report is available at no cost through the Coalition's website,

About the Marketing to Moms Coalition
The Marketing to Moms Coalition is an independent organization dedicated to supporting and promoting an understanding of mothers as the most powerful consumer group in the U.S. A resource to industry professionals, the Coalition provides insights, identifies trends, connects members and recognizes companies and brands that honor, empower and respect mothers. The Coalition's founding members are Maria Bailey, BSM Media; Bridget Brennan, Female Factor; Michal Clements, Insight to Action; Amy Colton, Current Lifestyle Marketing; and Teri Lucie Thompson, Safeco Insurance.