Does the early bird get the worm? More than 500 moms of grade-school-aged children surveyed apparently think so.
According to the U.S. Census Bureau, nearly 55 million students will return to school this year, and moms aren’t waiting until the last minute to start their shopping. A 2005 back-to-school survey by Parenting magazine’s MomConnections revealed that nearly 90 percent of moms begin their back-to-school shopping at least two weeks or more before the first day of school-with more than half starting their shopping one to three months ahead of time. And more than 50 percent of moms say they look forward to taking their children to buy school supplies.
“Our mothers are using this time to reflect on their youth and to fondly remember when their mothers took them back-to-school shopping,” says Cheryl Wilbur, market researcher at Parenting magazine.
So what are moms buying? Certain tried-and-true products, such as Elmer’s Washable School Glue and Glue Sticks, still show up year after year. Moms say certain brands, such as Elmer’s Glue, No. 2 pencils and Mead notebooks, make them feel...