It’s no surprise that the decisions moms make affect more than just themselves, but also their families and lifestyles. These decisions cover myriad categories, such as what neighborhoods to live in, what sorts of toys children can play with and everything in between.
However, at the end of the day, a lot of moms maintain common values when it comes to making the best decisions for their families. In the midst of back to school season and a swarm of new supplies to buy, we thought it was high time to revisit just what values mothers seek when they shop. Mom-tested, kid-approved, here’s what some real-life supermoms value most in buying for their families.
Value 1: Ease of Life
We get it. Moms are busy. They virtually handle the entire family’s schedules, including their own, and hopefully find some time to themselves to stay sane in between. So, when it comes to purchase experience, moms want to be able to rely on it being as quick, easy and painless as possible.
Photo by AdWeek
“Convenience is super important. If it can make my life easier, or is ‘healthier’ for my kids or me, I’m in!” says Jenna M., mom of two. The demographic of mothers is shifting more and more to be comprised primarily of millennials, and millennials expect a “seamless experience” from the brands they interact with, according to a recent report by Digiday. The less time wasted figuring out how something works or the logistics of an order process, the better.
Value 2: Flexibility and Customization
At PopUp Play, we firmly believe that no one mom is the same. Each mom has her own way of doing things, her own strengths and her own traits that make her a “supermom.” Why should she be treated as if she’s no different from any other mom, then?
For some moms, the ability to customize and personalize comes from Do-It-Yourself projects. A study conducted by Punchbowl recently revealed moms to be more inclined to Do-It-Yourself projects than ever before and a recent uptake in moms’ interest in tools. 84% of 18-34 year-olds remarked that they were inclined to attempt DIY projects. In fact, Craftsman was named the #1 Best Perceived Brand by moms in the US in 2013, a result of the surge in DIY popularity.
Table by Brand Index
In fact, we found that moms often emphasize the customization experience for their kids even more than for themselves, and many DIY projects directly relate to their children. For items that don’t fall as easily into the category of DIY, moms look to brands for flexibility. Laura remarks that she has a higher interest in purchasing an item if she receives “the same quality, but my child has the opportunity to engage with that product and make it her own unique thing.”
This partially accounts for why PopUp Play emphasizes the DIY experience of kids creating their own playhouses. Just as each mom is unique, so is each child. And just as each mom has individual needs from their purchases, each child has individual desires and needs from their toys.
Value 3: Focus on Honesty and Authenticity
To a mother at any stage of life, brand authenticity is one of the most important factors in determining their loyalty to that brand. Moms want to be able to trust the brands, companies and products they invest in and feel as if they form an authentic relationship, or at least as close to an authentic relationship as possible, according to a 2014 survey.
Photo by Photodune
“Authenticity is one of the most important aspects to me. I want to relate to the brands I support, consume, etc.” says Jenna. Especially when it comes to food or hygiene products, moms want to know that the products they purchase align with their values of health and hygiene.
“I shop for things based on what they’re made with and where they’re made,” says Laura A., mother to a three-year-old. “That’s the first thing I look for.”
To put it shortly, the modern American mother favors brands that value her time, lifestyle and preferences. At PopUp Play, we recognize moms as some of the most intelligent shoppers out there, which is why we strive to deliver the values they desire and deserve.
I appreciate this article about moms and shopping. I agree with the point that states that mothers want to trust brands. If a brand is liked and can be trusted, people will keep coming back for more. I think that the best way to become a better shopper is to shop. Practice makes perfect.
An interesting point, Jade! Practice certainly does make perfect, and exposure to more brands and shopping can certainly influence moms’ perception of brands and values. Thanks for the input!