While most mothers are focused on the holiday shopping season, there is one segment of moms who are actively doing another type of shopping — college shopping. Yes, it’s that time of year when mothers with high school seniors are eagerly awaiting SAT or ACT results, sifting through direct mail pieces from colleges and universities…
As we approach Thanksgiving week, I’m gearing up for my annual Black Friday shopping excursion. Yes, I admit it. I am one of those Black Friday shoppers, out the door before sunrise with holiday gift list in hand to shop for my family, friends and team. I knock out the rest of the list on…
It’s that time again when brands are looking for the silver bullet that will drive holiday sales and help them meet their goals for 2016. Unfortunately, many marketing teams set their plans in place back in the spring. I say unfortunately because in a time when social media is constantly changing, it’s nearly impossible to…
With only a few weeks left until Election Day in a highly contentious presidential contest, Hillary and Donald would do well to heed the timeless advice of listening to their mothers, all 40 million of them. This powerful group of voters will head to the polls in November hoping, as all voters do, to shape…
It’s the halfway point in the Great College Move-In Road Trip for At Home stores to mark National College Move-In Week! From Chicago on Sunday through Charlotte and on through Orange Park and Orlando this weekend, we’re celebrating National College Move-In Week as over 130 colleges and universities welcome students back to campus this week.…
Recently, The New York Times turned its attention to women without children and marketing to this group. If you missed the article on July 10, you can read it here. I was fortunate enough to be a part of Alina Tugend’s article that referenced the lucrative mom market. Tugend worked on this piece for over…
A 2015 market research industry paper reports a 52% increase in online communities, a tool that smart marketers will leverage when engaging with moms. Traditional research tools that my team uses every day, such as focus groups and surveys, have value and will continue to play a role in keeping a finger on the pulse…
In 2015, over $20 billion was spent on cards, flowers, jewelry and other gifts according to the National Retail Federation. But what do moms really want and how can marketers reach them for a new holiday I’m calling the “un-Mother’s Day”? Here’s the back story. At a mom blogger conference a few years ago, a…
Here comes Peter Cottontail, hopping down the bunny trail with billions of dollars in his basket. In a survey report released this week by the National Retail Federation (NRF), an Easter 2016 spending estimate of $17.3 billion will be the highest in the survey’s 13-year history. Who is leading the charge to store cash registers…
