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INDEPENDENTRETAILER. COM RECENTLY covered a story on the infl ux of females, and more specifi cally mothers, shopping online. Further sup- ported by an eMarketer report, moms used online shopping be- cause of its convenience during busy schedules, in which, “A full 90.3 percent of women with children under 18 access the Internet at least once a month, compared to 76.3 percent of all adult females.” Besides the impressive number of moms accessing the Internet to get a little mandatory and self in- dulgent shopping in between
naps and feedings, you may be wondering what in general attracts moms to add to their digital shopping carts. A survey of more than 1,900
mothers across the U.S., con- ducted by BSM Media and
Totsy.com, a private sales site for moms, was created to re- search the shopping trends of mothers affected by the recent recession. The study revealed that, “Almost 80 per- cent of respondents note the recession permanently altered their shopping habits, induc- ing overall cuts in spending.” In simpler terms, moms have become frugalistas. You may ask, is there anything
else driving these frugalistas to the purchases they make? As revealed by this fi rst annual Mom Shopping Trends Report, “Almost 94 percent of moms admit to buying ‘feel good’ pur- chases for themselves at least a few times a year, with the most popular item being clothing, followed by sweet treats and ac- cessories.” With busy schedules, demanding responsibilities and stressful deadlines, most any- one can agree you buy what you must, but the real indulgence continued on page 26
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WWW.SIGNSTORE.COM 22 June 2011 INDEPENDENTRETAILER
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