Digital Marketing Researches & Reports

2018 Shopping Report: Meet Omnichannel Mom | BabyCenter

Consumer Behavior | USA

Both retailers and brands are feeling the effects of macroeconomic changes, the growth of e-commerce, and the growing synergy between shopping and technology. It worth to be mentioned that moms are the most coveted consumers in the US market. They’re the decision makers when it comes to almost anything that’s purchased for the family or home. Mom’s buying power exceeds $2.4 trillion annually, and they control or influence 85% of all household purchases.

The latest BabyCenter’s Shopping Report explores how these shifts impact the shopping attitudes and behaviors of today’s moms.

Key Stats of Omnichannel Moms in the US:

  • Price, convenience, and coupons/deals are thee key elements that dictate ideal shopping experience.
  • 94% of US moms aged 18-24 and 95% of US moms aged 25-37 years are shopping online.
  • US moms aged 18-24 are more likely to shop online using mobile web, while US moms aged 25-37 are more likely to do so using PC/desktops.
  • Mom’s favorite big names in big box retailers, Amazon ranked the top followed by Target and Walmart.
Top Retailers for US Moms 2018 Data

A Figure Shows the Top Retailers for US Moms in 2018

Number of Pages:

  • 30 Pages


  • Free


Data is based on a sample of 1,061 Us moms aged 18+ either expecting or have at least one child age 0-5 years.


Since 1997, BabyCenter supports parents through their journey of parenthood with a blend of trusted, expert advice and parent-to-parent tips from pre-conception through age eight. Today, BabyCenter is the Web's #1 global interactive parenting network and has nurtured over 100 million parents.

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