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Shopping Trends: Moms

September 17, 2012

What makes moms buy certain products? Retailers are continually asking this question. and BSM Media recently conducted a survey where 1,900 moms in the U.S. gave better insight to mom’s shopping trends during this recession we are currently in

The results? Moms are more frugal, looking for the best sales and prices for the greatest amount of product. Here is what the article we read also had to say about the results.

  • When a Mom can save her family hundreds of dollars each year for a relatively small amount of time clipping coupons and comparing prices online, it’s worth it to her as she becomes the financial hero of the house and feels a sense of pride for helping with the bottom line.
  • Moms continue to spend for special occasions, with winter holidays and birthdays being occasions where they are most likely to splurge.
  • 80% of Moms have adopted new techniques and plan to continue using them, including spending less, using more coupons and purchasing items when they are on sale. Generational differences emerged when Moms were asked to identify these money-saving techniques. To spend less overall, Boomer moms turn to generic products, bulk purchases and traditional in-store tactics compared to Generation X and Y moms, who are most likely to look for deals online using research and social media.
  • Online private sales are emerging as a cost-savings technique with 32% of Moms surveyed using them, with the highest concentration among Generation Y moms.
  • Where have moms reduced spending during the recession? Travel, entertainment and beauty products lead the list as the first items to get cut from the family budget. The majority of Moms admitted that they buy less for themselves and spend less on the items they purchase.
  • Finally, when asked to rank why one product goes in the cart before another, the majority of moms answered that price was the most important factor, with quality being a close second. Boomer moms focused on the overall value of a product, while younger moms valued a lower price tag.

Another thing to make note of is the reality of retail therapy. Most moms claim that shopping is a mood booster. Some other findings in the survey:

  • Moms feel a sense of accomplishment, especially when they get a good deal. To get those deals, 65% of moms surveyed preferred to shop regular retail, but on sale. A total of 88% described their preferred method of shopping as rational-spending — a little money for a lot of product.
  • Getting that good deal is held in high regard, similar to guiltless chocolate or a special night out with friends or family.
  • Shopping as a mood booster for moms translated to 94% of respondents admitting to buying “feel good” purchases a few times each year.
  • Generation X and Y moms make more “feel good” purchases than Boomer moms. Items that fit this category, ranked in order, are clothing, sweet treats and accessories such as shoes, handbags and jewelry.
  • Even though most moms enjoy shopping, there is a certain level of stress associated with it, particularly when buying bathing suits, jeans and gifts for other people. One of the highest sources of stress? Buying gifts for spouses.

Hopefully these findings help you to market moms more successfully. Good luck!

Also if you want to read more about a day in the life of a working mom read Robin’s blog about running Thrive and being a mama to a 1 year old!

One Comment leave one →
  1. April 11, 2011 9:49 am

    As a generation X mom, I can say that these results are pretty accurate. I frequently look for deals online, which is totally different from my mother. I must admit that even though I try to pinch every penny, I still will make fun purchases often. I like candy, as it’s a quick inexpensive pick me up. What an interesting post! Thanks.

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