Don't Discount These Moms
From soccer moms to NASCAR dads, it seems that every election brings a new desirable voter group into public focus. This election year, in addition to “Facebook Independents” and “Rehab Republicans,” a new group has emerged, often referred to as “Wal-Mart Moms” or “Wal-Mart Women.”(1,2)These mothers have lower-than-average incomes and rely on discount and big-box stores on a regular basis to buy the basics they need. Not only are these women considered a significant swing-voter contingent, they also represent an active and vocal consumer group that is simultaneously frustrated and...