Infographic: Moms’ Shopping Habits and Their Path to Purchase

February 8, 2024

As narratives around motherhood evolve, so too do moms’ shopping habits. For businesses aiming to win the hearts and wallets of this demographic, it’s important to first understand their path to purchase. Moms are savvy shoppers, expecting personalized offers and experiences from brands. Amidst their busy lives, they’re also deliberate when it comes to when and where they spend their time and money.

See below for our TL;DR on moms’ shopping habits or scroll down for the full infographic with tips for empowering moms’ purchase decisions:

  • With 71% of moms planning to curtail spending in the coming year, access to deals and rewards will influence their purchase decisions. The savvy move for businesses is to craft personalized loyalty programs and engage mothers with wallet-friendly incentives.
  • 78% of moms dedicate over 15 hours weekly to online audio, presenting a captive audience for targeted podcast ads. In-app advertising is another avenue for engaging moms, as 75% spend an average of 35 minutes daily playing mobile games.
  • TikTok has seen a notable 20% increase in usage among moms over the past year, while Facebook and Instagram have lost ground. Businesses can tap into platforms like TikTok to amplify organic recommendations and establish a sense of community.
Moms' Shopping Habits Infographic

Download the full infographic for more on the where, when, and how of moms’ shopping habits here.

Looking for more insights for reaching key demographics? Dive into our “Marketing to Gen Z” series below:

  • Check out the do’s and don’ts of marketing to Gen Z here.
  • Talk like a Zoomer with our glossary of Gen Z slang here.
  • Learn more about Gen Z’s media and shopping habits here.