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Study: Frugal Mom Here to Stay

GDA Staff -- Gifts and Dec, 6/20/2011 4:42:02 AM

Gen Y How Mom really spends her money.
     The first annual mom shopping trends report, conducted by private sale site Totsy in conjunction with BSM Media, found that, not surprisingly, the economy has altered the shopping habits of moms across the country - some 72 percent tried coupons for the first time during the recession. And even when the economy picks up again, some 80 percent say they don't plan to abandon their new-found frugal ways.
     Mom o'clock: Some 60 percent of moms are online between 8 and 10 p.m. set your emails and facebook posts to go live after the kids are in bed.
     Travel, beauty products and entertainment lost the most as budgets shrank, while winter holidays and birthdays stayed strong.
BY THE NUMBERS
    On average, which means of shopping makes you feel the most satisfied with your purchase? choose one.
     When purchasing items for your kids, what factors most influence your decision to buy? rank all that apply with 1 being the most significant. (these are ranking averages.)
     Among money-saving techniques, buying in bulk was the choice of Boomers; Gen Xers look for sales and generics, while Gen Yers go online for coupons and private sales. Boomers are most likely to look in a store or to the mainstream media for deals, rather than online, while younger moms are more likely to recommend sites and deals to others. However older moms with younger children are more likely to act like younger moms.

Quality:	1.55
Lowest Price:	2.17
Brand Name:	3.35
Convenience:	3.52
Customer Service:	4.35

     The most satisfying shopping coup remained buying at regular retail on sale, according to 65 percent, mostly Boomers. Online store sales came next at 23 percent. Though the sample was drawn from the membership of a private sale website, full price regular retail, full price online retail, and private sale sites tied at only 4 percent.
    Of gift categories, Boomers are least likely to reduce spending on household items; Gen X, on gifts, and Gen Y, on beauty.
     All generations splurge a few times a year (94 percent) on clothing, accessories and sweets (in varying orders).
Gen X noted anxiety around furniture shopping, and Gen Y, gifts for others. In gifting, Gen Yers worry most about spouses and in-laws, while Gen Xers are most stressed out about their own parents, siblings and adult friends, and Boomers fret over kids, spouses, teachers, caregivers and service providers.
     When it comes to the purchase decision, price is most important to Gen Y, along with socially responsible manufacturers and customer service. Gen X goes for convenience and customer service, while Boomers prefer quality and overall value.
     Most moms, 43.6 percent, spend 25-50 percent of their discretionary household income on their kids; more than a third (35.1 percent) spend 50-75 percent. Gen X spends the largest percentage on their kids, followed by Gen Y, with Boomers bringing up the rear.
     How they choose where to spend that income also differs: Becoming a parent leads Gen X and Yers to read reviews and do online research, and made Boomers more concerned with warranties.
     As to when they spend that income, winter holidays are tops. Toys and games are the most frequent gift, but Boomers give them less often than younger moms. Toys and games were also the gift most often given to kids by people other than their parents. But Christmas and birthdays are not the only occasion for spending. The majority buy for back to school whether their kid needs new items or not - and back-to- school shopping can start as early as July.

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