Over the past 15 years, political campaigns have moved from "soccer moms" to "NASCAR dads," but two pollsters—one Democratic, one Republican—are pushing the importance of a group they call "Walmart moms," which they have regarded since 2010 as important to both parties but also more difficult to reach.
Conducted by Democratic polling firm Momentum Analysis and a Republican counterpart, Public Opinion Strategies, the survey defines Walmart moms as female voters with children age 18 or younger living at home who shop at Walmart at least once a month. Findings released on Wednesday show they are less likely to support President Obama and Democrats than a broad sample of all registered voters, but they still retain hope for Obama's presidency.
Among Walmart moms, 43 percent approve of the job Obama is doing, compared to 46 percent of registered voters who were polled. Asked whether Obama deserves to be reelected in 2012, or if it's time to give a new person a chance, 53 percent of all voters choose a new person. That percentage jumps to 61 percent of Walmart moms.
But when asked if they were still hopeful about Obama's presidency, or if they had given up, Walmart moms are more in sync with voters as a whole, with 57 percent of each group saying they were still hopeful.
"In terms of politics in the presidential election, they disapprove of the job [Obama] is doing, but they haven't lost hope," said Republican pollster Neil Newhouse, who is also polling for former Massachusetts Gov. Mitt Romney's presidential campaign. "And that's a key finding here."
The poll of 800 registered voters was conducted Oct. 20-24. The margin of error was plus or minus 3.5 percentage points. There was an oversample of 600 Walmart moms, for a margin of error of plus or minus 4 percentage points.
Sean Sullivan contributed contributed to this article.