7/1/2013
When shopping for their children, moms are placing less importance on brand name now than in 2012, according to BSM Media and online shopping site Totsy. Moms are more focused on practicality and rational decision-making when shopping for their kids. They aren’t willing to pay more just for a logo.
In 2012, 78% of moms said they spent between 25% and 75% of their discretionary income on their children, but this year, this figure drops to 69% of moms. Similarly, 25% of moms are spending less than 25% of their income on their children, a 12% increase from 2012.
Ninety percent of moms reach out to friends and family to learn about items they need to purchase when expecting their first child. And these moms are relying less on recommendations from books, magazines, websites, and blogs. Three in four moms (77%) say friends and family give the most accurate recommendations. Notably, moms trust blogs when making purchasing decisions for their children nearly as much as they trust medical care providers when their children are sick.
More than three in four moms with kids under age 18 (78%) are continuing to adopt new shopping techniques due to the current economic climate. They are doing so by purchasing less (63%), using more coupons (62%), buying items only on sale (58%), and purchasing more generic products (49%).
SOURCES: BSM Media, Maria Bailey, CEO/President, 2335 E. Atlantic Blvd., #300, Pompano Beach, FL 33062; 954-943-2322; maria@bsmmedia.com; www.bsmmedia.com.
Totsy, David Niggli, Chief Merchandising Officer, 27 W. 20th St., #400, New York, NY 10011; 888-791-1112; support@totsy.com; www.totsy.com.
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