More Moms and Dads Staying Home

Jun 18, 2003
George Anderson

By George Anderson

There were 13 percent more stay-at-home moms and 18 percent more Mr. Moms last
year than a decade earlier says the Census Bureau.

The growth of stay-at-home parents is the result of several factors, according
to the Associated Press, including “the economic boom, the cultural influence
of America’s growing Hispanic population and the entry into parenthood of a
generation of latchkey kids.”

Fifty-five percent of women between July 1999 and 2000 returned to work within
a year of giving birth to a child. This compared to 59 percent in 1998 based
on Census Bureau figures.

Moderator’s Comment: Do retailers need to develop separate
marketing strategies and tactics for parents who work in the home and outside
of the home?

A few years back we did a report on a home shopping program
for a supermarket in Arizona. At one store we visited, they were doing something
interesting. In addition to their residence deliveries, the store had arranged
an order and delivery program for employees at a local plant through the company’s
HR department.
Anderson – Moderator

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