In 1996, it was soccer moms. In 2000, it was the NASCAR dads. This year, both parties are after WalMart women. These are unmarried voters: single mothers, widows and young professionals.

While they’re a diverse group, many remain politically undecided longer than their male or married counterparts, making them an ideal constituency in a tight race.

Click one of the “Listen” links to hear why single women could be the election’s key swing voters and how both parties are trying to get unmarried women to the polls.

Guests:

Page Gardner, co-founder, Women’s Voices, Women Vote

Susan Carroll, professor of political science, Center for American Women and Politics at Rutgers University

Celinda Lake, Democratic pollster, Lake Snell Perry & Associates

Kellyanne Conway, Republican strategist and president of The Polling Company

Jack Beatty, On Point news analyst and a senior editor at The Atlantic Monthly.