It’s an oft-mentioned statistic: moms are responsible for 85% – $2.1 trillion – of the household spending that occurs each year in the United States. It’s not surprising that marketers have continued to increase their focus on this lucrative consumer group, looking for new and innovative ways to connect with the mom market in hopes of cashing in on the “mother load.”  But what happens when, in a struggling economy, the all-powerful mom slashes her spending budget by a significantly larger percentage than her childless girlfriends? Understanding where moms are, and are not, spending their dollars becomes even more important.  Last month, Zeno Group took a closer look at where moms differed from women without children in terms of spending reductions. We polled more than 150 women across the country – bloggers, co-workers, friends and family – to gain insight into their changing habits in the areas of health & wellness, home & family, entertainment, travel and overall spending. The results were enlightening.  Eighty-six percent of moms we polled say they’ve cut back on overall spending, compared with 70 percent of women without kids. The majority of women without children have reduced their spending by about 10 percent, while moms are more likely to have cut back by 25 percent or more.  Where are moms cutting back the most?  According to the poll, 73% indicate they are eating out less, 61% are cutting back on travel (and looking at the “staycation”) and more than one in five moms indicated they are opting to hold off on a visit to the physician, dentist or ophthalmologist this year.  And when it comes to their kids, nearly 60% indicated they’ve changed the way they spend money on their children with 63% saying there are certain items and activities they’ve thought twice about buying or have put off purchasing.  Check out this month’s Zeno Group She Report: 

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