By Heather Dougherty, Senior Director, Professional Services

Even though the summer isn’t over yet, it’s time for parents to start thinking about Back to School shopping and get ready to spend more money than last year. According to NRF’s 2014 Back-to-School Survey, the average family with children in grades K-12 will spend $669.28 on apparel, shoes, supplies and electronics, up 5% from $634.78 last year.

For companies that want to engage moms with school-aged kids and capture their spending during the back to school season, it is important to consider the shopping-related activities where moms are more likely to participate. One of their most significant personal values is sharing experiences, which extends into their behavior when interacting with companies and products. They enjoy sharing opinions about them, following them on social media and are 43% more likely to engage in a company’s societal program by participating in some way to unlock a donation to a program.

Moms are also 24% more likely to download a retailer’s mobile app — most likely to help them keep up with sales and compare prices, especially since they like to be the first to know about products and services, and even more importantly, be the first to buy.

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When choosing a retailer, it’s no surprise that price, convenience and selection are among the most important characteristics for moms. But when compared against the online adult population, moms are 17% more likely to favor loyalty programs and 13% more likely to favor store cleanliness. When age is factored in, the younger moms are 36% more likely to favor loyalty programs when selecting a retailer and also tend to place importance on more aspects of the store’s environment than those over 35 — particularly around cleanliness and the responsiveness and helpfulness of the staff.

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