"Soccer moms," "security moms," "hockey moms," and now "Wal-Mart moms (and grandmas)." Every election cycle, we get a new must-reach group of moms and this year is no different. But for the first time you are defined by where you shop.

According to Time, Wal-Mart moms are worrying about paying for college for their kids and caring for their aging parents; they lack college degrees; they face problems of low wages, expensive and often unavailable health care, high energy costs and home foreclosures. Wal-Mart moms are typically Democrats, but with McCain's selection of Sarah Palin as his running mate and the Wal-Mart moms' racial "discomfort," the McCain/Palin ticket is looking better. After all, Sarah Palin is one of them -- she's in her 40s, she barely graduated from college, and she's about to become a grandma. She obviously loves Wal-Mart -- she happily presided over a wedding in the Wasilla Wal-Mart when she was mayor.

No longer are children's interests or your own passions a good way to define you; no, it's where you buy your t-shirts. And if you're one of the millions of moms and grandmas who shop at Wal-Mart, both campaigns are gunning for you. Expect to see as many campaigners as Wal-Mart greeters at your next shopping trip!