Moms Will Make Or Break Retailers’ Holiday: What She Will Be Shopping For


Forbes | November 8, 2020


With women controlling or influencing upwards of 70% to 80% of all consumer spending, we look to her for holiday shopping predictions. Zulily surveyed 2,000 Moms with children under 18 years of age that delves into how her family’s holiday celebrations will differ this year and what it will mean for retailers.


“Mom is going to be the holiday hero,” shares RoxAnna Sway, executive director at Retail Intel. “They are going to put extra effort into seeing that whatever they plan for the family will be as enjoyable as possible,” she says, “And that everybody stays Covid free.”


Attending parties and hosting large gatherings will be the first to go, according to the Zulily survey, with 40% of Moms surveyed (age range 18 to 55 year; average age 35.7 years) leaving these behind. Those events that do happen will move outdoors, provided moderate climates, predicting demand for outdoor heaters and even patio furniture.


When spending time at home, 70% of the Moms surveyed are planning more lights and decorations this year. This will spark a run on decorations, as well as craft kits and supplies, since over half of Moms plan to make their own holiday decorations this year.


Moms are searching to find more meaningful gifts. 86% of Moms say it’s important that their families play together. This means connecting gifts the whole family can do together, such as puzzles, traditional board games, craft kits, rock painting kits, books and STEM play sets. Some 63% of Moms want their kids to engage in physical activities both indoors and outside and to spend less times looking at screens. Active gifts that get their kids moving will be popular items as well as imagination gifts that encourage free-form play. Toys that encourage creative play are on the list for 55% of Moms.


Retailers that get imaginative this holiday season can help Moms meet all their needs, bringing all the holiday sights and smells right to their homes.


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