Don't Discount These Moms

This MONITOR Minute takes a closer look at “Discount-Store Moms” and uncovers opportunities for marketers and politicians alike to connect with this important group of women.

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...

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