Wal-Mart says moms are key political demographic

WASHINGTON: Wal-Mart is promoting a recent study that shows 61% of "Wal-Mart moms," who make up 16% of the electorate, disapprove of the job that Congress is doing.

WASHINGTON: Wal-Mart is promoting a recent study that shows 61% of “Wal-Mart moms,” who make up 16% of the electorate, disapprove of the job that Congress is doing.

Wal-Mart, which conducted the survey, reached out to 1,250 women voters and found that 380 of them could be classified as “Wal-Mart moms,” mothers who have made a Wal-Mart purchase in the last month. Wal-Mart declined to comment.

“Wal-Mart moms are on the front lines of the economic recession,” said Neil Newhouse, partner at Republican political research firm Public Opinion Strategies, which handled the survey with Democratic shop Momentum Analysis.

The survey found that Wal-Mart moms have moderate political ideologies, with 75% reporting support for environmental groups and 53% supporting the National Rifle Association. The survey described them as “quintessential swing voters.”

Forty-six percent of Wal-Mart moms voted for President Barack Obama in the 2008 presidential election and 53% approve of the job his administration is doing.

Neilhouse says that previous election cycles focused on key demographics, such as “angry white men” in 1994 and “soccer moms” in 1996. Previous Wal-Mart efforts focused on women voters, but not specifically moms who shop in Wal-Mart stores.

“This is a big segment of the electorate,” said Neilhouse.
 
More than half of this segment of the population reports that the recession has “a great deal” of an effect on households and 66% of Wal-Mart moms say they are dissatisfied with their current financial situations.

The issues that are of the most concern to Wal-Mart moms include the prices of energy and groceries, and the cost of healthcare.

Edelman is handling PR for the survey, which was covered by The Washington Post, Politico, and The Atlantic.

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