Boutique Fashion for the Busy Mom

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Boutique Fashion for the Busy Mom

The shopping habits of Moms are similar, whether they are buying for themselves or their children, with several key characteristics common in both instances. Within the Mom population is the sub population of Millennial Moms, which have some unique perspectives on shopping that are different from the general population of Moms.


Millennial Moms — General Characteristics

  • More often than not, Millennial Moms are in a hurry to make a purchase, with 86% electing same day shipping, compared to 46% of all Moms.
  • 49% of Millennial moms will stay loyal to a brand once they have discovered it, compared to 30% of all Moms. 52% will remain loyal even when there are more convenient options.
  • 44% of Millennial Moms believe where they shop is important and will only shop for brands that reflect their political and social values.

Online Shopping For Moms

  • Moms are online more than any other demographic in the US. They are 58% more likely to use a smartphone to do their shopping. A multi-platform approach must be adopted for any fashion business targeting Moms, as although their smartphone is the tool of choice, they are equally likely to use a PC or tablet type device.
  • Millennial Moms make up 50% of the Moms to today's children. 78% of Millennial Moms use their smartphone to research products. 75% use their smartphone to check prices or availability. 71% use their smartphones to pay at the checkout, while 51% use their smartphone to place an order. 71% of Millennial Moms will post a review after a purchase.

Coupons or Exclusive Deals

  • Details are essential for the Mom shopping online. They are more likely to be persuaded to purchase an item if they receive coupons or exclusive deals via Facebook or email.
  • Moms are also the most likely to share coupons across social media or by email than any other demographic. This has the potential to increase the organic reach of a brand.

Factors Influencing Fashion Decisions

  • Clothing is an expression of personality. There are a number of factors that influence a woman's fashion decisions. They include fashion trends, status, and comfort.

Insight 5

  • 25% of Moms have registered for daily deals, compared to 14% of the total population. 95% of all Moms seek out the digital direct offers.
  • 46% of Moms want to receive advice on their mobile device while in store. 60% of Moms have brought a product because there was a coupon or discount posted on a social media site. 56% of Moms share coupons on social media.
  • Moms are 35% more likely to shop for their clothes online, compared to the average consumer.


Influence of Blogs

  • 18.3 million Moms read blogs at least once a month. In 2014, there were 4.4 million Mom blogs in the US.
  • These blogs form the basis of a community, which interacts with each other, offering advice and recommendations. If marketers can get on board with the community, it represents a considerable opportunity for them.
  • Businesses should consider working with Mom bloggers to capitalize on this. By ensuring that the Mom has a positive experience with the brand, the Mom is more likely to endorse the brand. This type of endorsement is more effective than direct marketing.
  • Research has shown that 55% of Moms active on social media have made purchases based on the recommendation of a personal Mom blog.

Influences on Purchase Decisions of Moms

  • 50% of Moms list their physician as being the top influence in terms of their buying decisions once they have had a baby. Of this group, 95% say the recommendations of their physician somewhat or very much influence them,
  • 27% of Moms said that their previous experience with a brand influences their purchase decisions. Of this group, 94% said this was a somewhat or very influential part of their decision.
  • Subscription services are used by 40% of Millennial Moms, compared to 18% of all Moms. Baby wipes, diapers, and formula are common subscription services.
  • 27% of Moms research online to find out the latest information about products for their children. 34% read online reviews before buying products for their children, and 63% have made online purchase for child in last 12 months.

The Role of Bricks and Mortar Stores

  • Physical stores have a role to play in the purchase decisions of Moms, especially when they are buying a new product for the first time.
  • 54% of new Moms said when purchasing a product for the first time that they made that decision exclusively in-store. This is compared to the 8% that decided to purchase a new product exclusively online.

Skin and Hair Products For Children

  • When purchasing skin and hair products for their children, 59% of Moms shopped at Target, 45% shopped at Walmart, and 29% shopped on Amazon.
  • Walgreens (13%), CVS (12%), and Rite Aid (4%) accounted for 29% of the shopping trips of new Moms. This is the most lucrative stream of purchases for retailers attempting to sell to new parents.
  • The new Mom pharmacy shopper is 63% more likely to spend more on their child's skincare products they do on their own. They also tend to spend 47% more than the average consumer. Their average spending was $103.73.

Mom's Pain Points When Purchasing For Family

  • If brands are looking to appeal to the Mom group that is in charge of the household spend, then brands need to understand how their product fits into their lifestyle, values, and needs.
  • When buying entertainment for children, Moms are looking for non-violent, creative, and involves the child using their brainpower. Minecraft has become a Mom favorite for this reason. The emphasis on collaboration, creativity, and focus on decision-making contributed to making the product more appealing.
  • Toy decisions are made based on whether the toys will last. The favorite option for Moms in toys are those toys that belonged to them when they were children. Handing down sentimental favorites is the preferred option of Moms, although the updated option of those toys are also popular. Lego is a favorite because of the unisex appeal, stimulation factor, and educational value.

Most Important Factors When Making Purchase Decision for Children

  • 56% of Moms are influenced by the value for the price when making a purchase decision. 36% of Moms shop for deals to stick to a budget, while 23% say they enjoy the thrill of saving money
  • 43% are influence by the quality of the purchase.
  • The safety of the product is an influencing factor for 29% of Moms.

Research Strategy

As we researched the insights into the fashion decisions of Moms, we observed that the majority of the information was superficial in nature and widely known. We have therefore provided some more general insights on the purchasing behaviors of Moms when buying for themselves.