Moms with Young Children - Shopping Patterns in Winter
After an extensive search through articles from media sites, surveys and reports, and industry statistic portals, details about the shopping patterns moms with young children typically have during the winter shopping season do not appear to be available in the public domain. However, the research team was able to gather valuable insights about Millennial moms' purchase behaviors, in addition to data on shopping behaviors in winter.
- The Census Bureau states that there were 43.5 million mothers between the ages of 15 and 50 in 2014, of which 3.9 million had given birth in the past 12 months.
MOMS' SHOPPING PATTERNS DURING WINTER
- According to Brandwatch, around 25% of moms have been driving the conversation about holidays on social media around October.
- Additionally, Walmart, Target, and Amazon are moms' most mentioned stores on social media in the holiday season.
- Also, 4.5% of moms' market conversation on social media during the holiday season is about buying apparel, toys, and home goods.
POST-HOLIDAY MILLENNIAL MOMS' PURCHASE BEHAVIORS
- During the pre-holiday season, 61% of Millennial moms felt excited/happy, 10% felt anxious, 9% felt loved and optimistic, and 5% felt sad. Meanwhile, in the post-holiday season, 38% felt happy, 5% anxious, 16% loved, 15% optimistic, and 17% felt sad.
MILLENNIAL MOMS' PURCHASE BEHAVIORS
- In an article from 2017, Forbes reported that mothers control 85% of household purchases and have a US spending power of $2.4 trillion.
- According to Forbes, "new moms spend over eight hours online primarily searching or browsing for parenting advice." Also, around 30% look for advice from parenting or baby apps and 46% trust recommendations from other parents before making a purchase.
HOLIDAY AND POST-HOLIDAY CONSUMER PURCHASE BEHAVIORS
- According to NRF, 51% of consumers planned to make their purchases online, 41% at department stores, 25% on discount stores, 21% on apparel stores, 17% on electronics stores, 14% on local/small businesses, and just 13% on grocery stores.
- The survey also found that 53% of consumers bought clothes as gifts, 38% bought gift cards, 38% purchased toys, 32% bought video games, books, and movies, while 24% purchased food or candy and 23% bought electronics or computer-related accessories.
- A survey by the National Retail Federation stated that 44% of consumers in the 2018 holiday season bought their gifts before December 18, while 62% bought their gifts on December 19-24, and just 4% bought their gifts after Dec 25.
- Also, 51% of consumers are willing to shop in the post-holiday season to take advantage of the offers and sales. 27% of those shoppers said they will use gift cards they received and 17% will return gifts they didn't like.
To determine the shopping patterns moms with young children typically have during the winter shopping season, the research team leveraged articles from media sites, surveys and reports, and tried to triangulate information based on our findings. Below is a detailed description of our strategies for finding this information.
ARTICLES FROM MEDIA SITES
We started by searching for US moms' shopping patterns during the winter season through press releases from media sites like Forbes, Mintel, Warc, Forrester, eMarketer, Business Insider, and Fast Company, as was suggested to us. Although we were able to find relevant data about consumer behaviors during holidays, those were not specific enough. For example, some of them did not take into account US moms, others just considered millennial moms, and others just considered pre-holiday and post-holiday seasons but focused on general consumers, such as the findings in articles like "Millennial Moms: The $2.4 Trillion Social Media Influencer" from Forbes. Some of these were relevant findings and were added to the helpful findings section above.
SURVEYS AND REPORTS
Then, we changed tactics and searched for released surveys and reports or investor outlook information. However, this provided no helpful insights because, as with the previous strategy, these surveys or reports were not specific enough. Although we were able to find reports about purchase behaviors about US moms, like "Marketing to Millennial Moms How your brand can and should speak to this emerging consumer powerhouse" by Exponential, or "Moms and Media 2019" by the research moms, we found very little in the way of hard data or statistics about US moms' shopping patterns, during the winter shopping season.
TRIANGULATE THE INFORMATION
From this point, we focused on finding more specific information and tried to find a way to triangulate the market size of this demographic. We searched government websites such as the Census Bureau to find the percentage of US moms. We would then try to connect that data with the data we previously collected to see if we could calculate hard data or percentages that would suggest what shopping patterns moms with young children typically have during the winter shopping season. Unfortunately, no specific information or any data or statistics that would be helpful in a triangulation could be found.