Moms

From The Washington Post:

Suburban women’s concerns, in particular, change from election to election, and over the years, pollsters and political strategists have come up with different labels to describe this crucial slice of the electorate.

In the 1990s, these middle-class women were known as “soccer moms,” and President Bill Clinton won reelection in part because of how well he related to their harried lives.

After the Sept. 11, 2001, attacks, there were “security moms” — a term coined by then-Sen. Joseph R. Biden Jr. (D-Del.). This group was seen as a major reason why, in 2002, George W. Bush became the first Republican president in a century to see his party pick up seats in a midterm election. But by 2006, as the country had soured on the Iraq war, they swung back to the Democrats.

About five years ago, with economic insecurity rising to the top of their concerns, the political shorthand for swing-voting women became “Wal-Mart Moms.” The retail giant began commissioning a pollster from each party to jointly conduct regular focus groups of women who shopped at its stores.