By AFRO Staff
According to a report, mothers are cutting back on personal purchases in favor of providing what their children require. (Courtesy Photo)
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(October 31, 2009) - Increasingly, mothers are skimping on purchasing items for their personal needs in favor of providing what their children require, according to a new study.
The results are detailed in the Marketing to Moms Coalition’s annual State of the American Mom report, released Oct. 30. The coalition focuses its research on mothers, who it calls “the engine of the consumer economy.’
According to the non-profit group’s report, mothers were cutting back on personal purchases to make sure they continue to provide quality food, clothing and medical services for their children.
The report found that:
* 72 percent of respondents exchanged quality for value on general household items.
* 51 percent of mothers reduced the quality of the personal health and beauty products they buy.
* More than 50 percent of moms are more focused on the environment.
* 58 percent of moms said they are prepared more home-cooked meals, and leftovers were a staple for 78 percent of respondents.
* Over 50 percent of moms are planning to spend in excess of $600 for holiday gifts this season.
The coalition’s annual report is based on a survey conducted during the second quarter of this year, given to mothers with children under 18 in their household. The sample of 1,225 moms in the United States included both English- and Spanish-speakers.