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A Mother's Place

Market Analysis Summary

A Mother’s Place will focus on pregnant women, new moms and families with young children under age five in the community.   In Santa Cruz county, there are currently a total of 21,670 children aged 0 – 5 years old with a 3.7% growth change from 1998 – 2003. In addition, in this same time period, the median family income increased 17.5% up to $69,000. This increase in the socioeconomic status can be reflected in the increases of retail sales.  In the past five years, retail sales have climbed consistently with a net increase of 40%.  There has been a steady increase in the number of people residing in Santa Cruz county who are also employed here, indicating that fewer residents are commuting to Silicon Valley.1

Overall, there has been a steady increase in the population of families with young children, and a steadily rising median income in Santa Cruz county. In addition, with more residents employed in Santa Cruz County and not commuting to Silicon Valley, more families are opting to shop for their household needs in Santa Cruz County.

It was reported at the Juvenile Products Manufacturing Association (JPMA) trade show in Dallas (May 2004) that there is growing interest in juvenile products, with an increase in sales of 5% to 6% percent annually. The president of a large juvenile product organization stated, “the industry is very healthy and birth rates are strong,” and “parents also are spending more than ever.” 2

1Comprehensive Economic Development Strategy, Prepared for the County of Santa Cruz County December 2002.  Applied Survey Research, Watsonville, December 2003.

2“License! Where Concepts Come to Market,” April 2004  One Park Avenue, New York, New York 10016, made available at JPMA Trade Show, Dallas May 2004.