Motherhood Changes Shopping Habits

Becoming a mother has a profound effect on the importance of various purchase criteria to women, according to a November 2011 report from BabyCenter, in association with comScore. Data from “Shopping Rituals of the American Mom” indicates that 95% of mothers find comfort and price to be important criteria when shopping for apparel, followed by versatility and ease of cleaning (both at 86%). Prior to becoming mothers, design / look (92%), self-expression (82%) and color choice (82%) were important to most women, while price (65%), comfort (59%), and versatility (54%) were of appeal to a smaller subset. (more…)