A new study by the Marketing to Moms Coalition—a not-for-profit group that seeks to share insights about moms to help marketers better engage with them—shows just how much American moms are sacrificing so their families can stay afloat during the downturn.

The survey results reveal that "mothers are sacrificing purchases for their own use in order to ensure their families get what they need," according to a report at the Brandeo blog. A couple of examples, as cited in the blog:

• 72% of survey respondents lowered the quality of new clothes they buy.
• 51% cut back on health-and-beauty product quality.

"Yet the majority of mothers say they are not scrimping on the quality of their children's food, medical needs and clothing," the post notes.

The annual State of the American Mom Report is a nationally representative sample of moms with kids under 18 living in the home. Among its other findings:

• 78% of moms have cut back on household spending this year.
• More than half of all moms are making special trips to retailers that offer the best price.
• 61% are focused more on the environment this year.
• 39% are on Facebook, while 11% are on Twitter.
• Most moms plan to spend more than $600 on holiday gifts this year.

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