Mom Shopping Behaviors in Winter

Part
01
of three
Part
01

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.


HELPFUL FINDINGS

  • 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
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

RESEARCH STRATEGY:

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.
Part
02
of three
Part
02

Moms with Young Children - How They Feel During the Winter Shopping Season

Research found that after the holidays, American moms with young children tend to feel happy, excited, not anxious, yet also not very optimistic during that time period.

Findings

  • Among millennial moms in the U.S., 38% feel happy or excited in the post-holiday period. That means that 62% (100% — 38%) of those moms did not report feeling happy or excited in the post-holiday period. For comparison, 61% of those millennial moms reported feeling happy or excited during the pre-holiday season.
  • Just 5% of U.S. millennial moms reported feeling nervous or anxious in the post-holiday period. Thus, that means that 95% (100% — 5%) did not report feeling nervous or anxious in the post-holiday period. For comparison, 10% of those moms felt nervous or anxious in the pre-holiday time period.
  • Sixteen percent of millennial moms in the U.S. said they felt loved during the post-holiday period, meaning 84% (100% — 16%) did not report feeling loved during that time. For comparison, 9% said they felt loved during the pre-holiday season.
  • Among millennial moms in the U.S., 15% felt optimistic in the post-holiday period. That means that 85% (100% — 15%) of those moms did not report feeling optimist in the post-holiday period. For comparison, 9% of those millennial moms reported feeling optimistic during the pre-holiday time.
  • Seventeen percent of U.S. millennial moms reported feeling stressed or sad during the post-holiday period. Thus, that means that 83% (100% — 17%) did not report feeling that way during that time. For comparison, just 5% of those moms felt stressed or sad during the pre-holiday season.

Your research team applied the following strategy:

We found the above data from a research survey conducted by market research source Statista. The survey consisted of 3,000 moms in the U.S. between the ages of 18 and 34. We logically and reasonably assumed that those moms have young children because (1) they are moms and (2) they ranged between 18 and 34 years old. Another logical and reasonable assumption we made is that the "post-holiday season" (a survey category) pertains to January and February (winter shopping season), as those months directly follow the holiday season. The data points that we calculated simply provided the number of moms who did not report feeling each way. For those calculations, we deduced that if (for example) 30% of moms reported feeling sad, that would mean that 70% did not feel sad (even though the latter was not stated in the survey results, hence our calculations). The data cited above in our research findings is also included in this Google Doc because the information on Statista pages is occasionally restricted.

Data about the emotions that American moms with young children feel during the winter shopping season was extremely limited, as we only found one source that provided that information (Statista). We looked for additional information from other sources by using three different research methods. First, we looked for any articles that might have been published about this topic. We reviewed a tremendous quantity of articles ranging from sources such as Pyschology Today to Forbes, but none of those articles mentioned data pertaining to young moms specifically. The information included in those articles was predominantly opinion-based, which we did not include as was requested, or was outside the scope of our research parameters. As a result of the complete lack of information in any articles, we implemented our second research strategy, which was to slightly expand the scope of our research to encompass America moms in general. We had hoped that by doing so, the information we were looking for about their emotions might have been more-readily available, as it involved a broader category of people. To our surprise, we didn't find any hard data about Americans moms' emotions during the post-holiday time in any of the many articles we reviewed.

Due to the aforementioned limitations, we further expanded the scope of our research by looking for such data among American women in general. We did that because we had certainly hoped information would be available for such a large segment of the population. Again, to our surprise, we didn't find a single hard data point about women's emotions after the holiday period across any of the psychology or media articles that we reviewed. The only data point we found from that expanded research scope pertained to Americans in general (approximately one in four people experience depression in the post-holiday period). As an additional research method, we returned to Statista and checked to see if any additional research was published there about post-holiday emotions in general. The only result that search yielded was the millennial moms survey we had already utilized. After implementing the aforementioned research strategies and conducting significant research on this topic, we concluded that the information provided above was the only information we could find on this topic (as well as for the expanded research scope efforts previously explained).
Part
03
of three
Part
03

Moms with Young Children - Activities During the Winter Shopping Season

After an extensive search through the suggested websites, related statistics sites, and government websites, no reliable information on what mothers with young children do during the months of January and February was available. However, it was found that parents would pay discounted prices to take their children to knowledge centers like museums, physical activities like indoor playgrounds or climbing, art activities like Crayola and Lego and sports activities like kart racing. Below are some helpful findings based on available information.

MOTHERS' ACTIVITIES DURING WINTER

  • Two recent articles about mothers and how to deal with young children in the winter were found.
  • One, entitled "When Mom Hates Winter," shows how some mothers deal with their children during the winter "I try to encourage her to participate in winter fun where she can and will do all the arranging necessary not to have to be there."
  • The other, entitled "4 Survival Skills for Moms Coping with the Winter Blues," provides coping strategies. These strategies are, however, more focused on the mother than the child: "We get to get a lot of inside projects done. We get to go quiet and move slower."

CHILDREN'S ACTIVITIES

  • Three reports that give statistics on children's activities were found; two on eMarketer and one on Mintel, each of which is behind paywalls.

EMarketer #1:

  • One of the reports is titled "Smart Speaker Activities of US Children, Feb 2019 (% of respondents)."
  • The preview of the report provides the top activities which include playing music, talking or fooling around, getting information, getting jokes, hearing stories or books read aloud, playing games, and calling or sending messages to other people.

Emarketer #2:

  • The other report is titled, "US Children's Play Activities, by Age, April 2019 (% of respondents in each group)."
  • It lists the top activities for children as: inside unstructured play; outside unstructured play; board/card games; electronic games; painting, drawing, sculpting, building; traditional toys; electronic toys; and more.
  • It provides percentages by the following age groups: 2-4, 5-8, and 9-12.

Mintel:

  • "US Activities of Toddlers and Preschoolers Market Report" is also behind a paywall.
  • The summary of the report states that the toddler and preschool years are critical for a child's development. Parents feel pressured to ensure their children's activities are focused on skill-building.
  • "Physically active play and reading aloud from books are among the top activities that parents do with their kids."
  • The report includes information and analysis of the Activities of Toddlers and Preschoolers market and the behaviors, preferences, and habits of the consumer.
  • The report answers questions such as, "What are the key challenges facing the industry?" "Who is the consumer, and what do they want?", and "Where are the opportunities, where are the risks, and what lies ahead?"
  • Key points included that kids need to start learning to read before they get to kindergarten, parents want their kids to build healthful habits, parents of young kids need a break, toddlers and preschoolers want to emulate adults, and brands need to embrace YouTube.

GROUPON KIDS ACTIVITIES COUPONS SOLD

NYC:

  • Madame Tussauds Museum: 4,345
  • Rock Climbing: 997
  • Chinatown Arcades: 1,036
  • Gulliver's Gate: 1,251
  • National Geographic Encounter: Ocean Odyssey 3,186
  • City Treehouse: 556

DENVER:

  • Aquarium: 226
  • Indoor Playgrounds: 70
  • LEGO Experience: 50

ORLANDO:

  • Trampoline: 4,307
  • Kart Racing: 1,526
  • Crayola Experience: 111

HOUSTON:

  • Museum of Natural Science: 15,098
  • Indoor Playgrounds (394 + 280) = 674

RESEARCH STRATEGY

The research team began by looking through the suggested websites. We did find two results on eMarketer, but they were behind paywalls. We also found some information on Mintel, but it was also behind a paywall. We have included summaries of the reports in our findings as above.

We then turned to statistical gathering organizations and sites such as President's Council on Sports and Fitness, Health and Human Services, and professional associations, looking for any statistics concerning mother and child activities. While we found many suggestions for activities, we found no definitive statistics.

While searching through government sites, we found some policy statements that led us to review other think tanks that were discussing child activity. We did this with the hope of finding any data that might support their policy statements. While we found some interesting articles on the value of play, we did not find any data.

Realizing no free site was tracking what mothers and children were doing on their own time, we then shifted our approach to look at what mothers would pay to do with their kids. We looked at Groupon as the one place that had many kinds of activities available. These activities are sorted into categories, one of which is called "Kids Activities," and that provided information for various cities across the country. Using the web archive site, we found archived sites for December, January, and February 2019. Unfortunately, neither the ability to define a location nor the search function worked on the web archive, so we were only able to look at the home page. We, therefore, turned to the current website and using the incognito function in Chrome, we were able to look at multiple cities. From there we pulled out the number of tickets sold to indoor activities, theorizing that if parents would take their kids there in the summer, they may also consider these sites in the winter. We also included Orlando, even though it does not have a "winter." We added them because we thought the types of indoor activities might be of interest.

Sources
Sources

From Part 03
Quotes
  • "Re: Gulliver's Gate This place is unique. When I see the sample of displays it's not interesting. But when you get inside it get more interesting. Kids will love this place because of the display of vehicles and trains. Everything is in great details. Respectable price from groupon.com."