Totsy Reveals Motherly Shopping Habits

TotsyMaria Bailey presents motherly shopping trends.
NEW YORK — Moms are spending money, and it's on beauty, home decor, furnishings and accessories, according to the latest report from Totsy, an online private sale retailer focused on mothers and their children.

The second annual Moms Shopping Trends Report, surveyed 1978 mothers from March 16 through 30, on their general spending habits—everything from hair care to homes. The survey covered four distinct generations including: Generation Y (18-25 years old), the Generation XY Cusp (26-35), Generation X (36-45) and Baby Boomers (46-55 and older).

More moms are making money - and happy to spend it, according to Maria Bailey, BSM Media CEO, Marketing to Moms Expert, who doesn't like the term "stay-at-home" mom. "Today's mom diluted that [saying]" she said during a Totsy panel discussion on Thursday. "By the time their kid is 3, they're doing something (work), and they like to 'like' brands."

Feel-good purchases topped off mothers' spending habits. When it came to beauty and products, 41percent of women said that they spent the most on hair care with skin care and cosmetics at 25 percent. Some generational preferences were evident with 44 percent of the Gen Y group ranking beauty and cosmetics purchases as top priority; the category loses importance as the generations become older. (Only 21 percent of the Baby Boomers see this category as important.)

Home decor is a big part of motherly buys with pillows, throws and other decorative items accounting for 20 percent of purchases. When trying to turn a house into a home, furniture leads the pack with 52 percent of  purchases; decorative accents came in second at 35 percent.

Reading and comprehension skills dictate mothers' purchases for kids and was ranked the highest in priority for 57 percent of the mothers surveyed; 65 percent spend up to 30 percent of their descretionary income on educational products for their kids.

Moms care more about where they cook than any other part of the house, and buy products accordingly. The kitchen was the area of the house that 40 percent of those surveyed said they shopped for most with the living room second at 21 percent.

Economically, the recession has changed buying habits for mothers on a budget and even for those who are more well off. The study found that 79 percent of women adopted new shopping patterns that they will continue to use, while 5 percent said that the recessionary period had no effect on their shopping habits. "It's interesting to see the behavior of moms and how outside factors like the economy change things," said Bailey. "Even moms with the most money had fun finding good deals, and they're not going back. When the economy was bad, moms said ‘we have to save.' Now there's this calmness, but they still appreciate a good deal."

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