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THE NATIONAL Retail Federa- tion has some words of advice if you are marketing to moms of tweens: Go online! According to a report from the Retail Advertis- ing and Marketing Association, a division of the NRF, mothers of kids age 9 to 12 read more blogs and use Facebook more often than other adults. In fact, 48.2 percent of moms with pre-teens regularly use Facebook, com- pared to 39.9 percent of other adults. But don’t go looking for them on other social sites. These moms use LinkedIn, YouTube, and Twitter less frequently than other adults.
Tween Moms Hip To Trends Although they are posting to
and maintaining blogs slightly less frequently than other adults, they read blogs more frequently. And these moms are multitask- ers. More than three-quarters say that while they are watching TV, reading a magazine, or surf- ing the Web, they are also doing laundry and housework. Offl ine, moms of tweens are
very likely to use coupons. Al- most eight out of ten say that a good coupon is the number one reason they will buy one gro- cery item over another, beating out in-store promotions, word of mouth, advertising inserts, and
direct mail. And many of these moms are hip to the latest tunes. A plurality of them listen to mod- ern rock and pop, compared with those aged 18-plus listening to classic rock and oldies. Sears launched a new mar-
keting campaign aimed right at tweens and their moms in Au- gust. The NPD Group reports dollar volume sales of apparel worn by U.S. seven to 12 year olds totaled $13 billion for the 12 months ending in March. Retailers can tap that
large
market by getting their message to the decision maker in the family: Mom. ■
INDEPENDENTRETAILER.COM for Industry News & Updates
October 2010
57
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