Families with children are expected to spend over $30 billion on back-to-school merchandise this year, or an average of nearly $700 per household. With billions of sales at stake, retailers spend big on marketing at this time of year -- and many advertising and promotional programs seek to engage the valuable “mom head of household” who controls the purse strings for back-to-school purchases. Well, at least that’s the conventional wisdom.
But new research from Rocket Fuel shows it’s not always mom who buys the backpacks, jeans, lunchboxes, and pencil cases. In fact, dads are making just as many back-to-school purchases -- and using mobile, online, and social media to do so. Retailers who splashed out on mom-centric campaigns this year would do well to explore a new audience next year: Mr. Mom.