Source: Brandweek.com

Political pundits are discuss ing “Walmart Moms” as a crucial cohort in this fall’s elections. But the sheer number of such women also means they’re a crucial constituency for marketers as the economy struggles to sustain some forward movement. A survey conducted for Walmart by Public Opinion Strategies and Momentum Analysis examines the ways this cohort is coping with a still-tough economy.

Conducted last month, the survey defined Walmart Moms as “women voters with children under the age of 18 living at home who have shopped and made a purchase at Walmart in the past month.” Such women were determined to constitute 30 percent of all registered female voters and 16 percent of the total electorate.

Despite what Walmart-shunning snobs might suppose, this is a relatively prosperous bunch, with 43 percent in the $50,000-100,000 household-income bracket and 11 percent in the $100,000-plus class. But they’re careful about how they spend their money.

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