How do moms do their holiday shopping?

How do moms shop for the holidays_

With the turkey leftovers a distant memory and orange and brown now replaced with red and green, the 2015 holiday season is officially in full swing. Holiday music is playing, the lights are strung, and that pesky elf is making mischief. Amid all of that, shoppers are looking to score big deals and rack up savings. While Black Friday signaled the official start of the winter shopping frenzy, some shoppers skipped the pumpkin pie and got a head start right on Thanksgiving.

Data from Edison Research and Oracle Marketing Cloud about 2014 holiday shopping focuses on the brick and mortar, showing that 27% of people shopped in a physical retail store on Thanksgiving and 35% did so on Black Friday.   Updated 2015 holiday shopping data from Edison Research and Oracle Marketing Cloud will be released in early 2016 after the conclusion of the holiday season.

Taking into account both physical and online shopping for the kickoff to the 2015 holiday season, The International Council of Shopping Centers has released the Thanksgiving/Black Friday Shopping Report. With multiple shopping options like online and click-to-collect factored in along with physical shopping, the numbers are higher.   According to the report, 36% of Americans shopped on Thanksgiving and 50% made purchases on Black Friday.  These higher data points hint at the power of online shopping and the mobile platform this year.

The trips to the stores and the adds to cart will continue for weeks to come, but shopping on those early days is a different experience and it brings out the shopping warrior in those who choose to capitalize.   Shoppers who are all in on Black Friday and even on Thanksgiving are likely to be those people who enjoy the thrill of a deal. They like the challenge and they accept it willingly. They excel at comparing prices, storing coupons and finalizing their game plan, all while navigating shopping platforms both online and in store.

It’s a good bet that moms were part of that camp, based on data from The Research Moms. The research shows that moms are very positive toward holiday shopping, with two thirds (66%) saying they love it. Another 24% said they shop because they have to and just 8% said it is the worst part of the season. A small group, (2%) said they don’t give gifts.

These busy moms don’t shy away from finding deals, they shop to save.   Among moms who purchase gifts during the holidays, more than half (55%) said they shop any time, day or night if the price is right.  Slightly less ambitious but still on the lookout for savings, 41% will put effort into finding deals but prefer to avoid the busiest shopping times.   Only 4% of moms buy what they need and don’t worry about finding the best deal while holiday shopping.

How the study was conducted:

The Research Moms conducted a national online survey of 540 mothers with children age 21 and under.

No Tricks, Just Treats for Mom this Halloween

By: Laura Silvia

Halloween. All Hallows’ Eve. It is right around the corner, and as it gets closer, the anticipation is building for children and parents alike. Children are excited to dress up, to see their friends’ costumes, to attend Halloween-themed events, and most importantly to score some treats!

Speaking of treats, Jimmy Kimmel famously compiled videos of parents telling their children they ate all of their Halloween candy. The parents were joking, of course, but The Research Moms have the data to prove that moms do in fact sneak some of their children’s Halloween treats. Nearly three-quarters (72%) of our moms surveyed admitted to this, and that number jumps to 79% among moms with kids age 4 and younger.

Moms and treats

In addition to anticipating some treats, moms are also preparing their children’s costumes. Some are putting the finishing touches on homemade costumes, others are making sure that the costumes they have fit just right, and still others may be scrambling to purchase – or make – something last minute.

The Research Moms asked our sample of moms which kind of costume their children were most likely to wear, and found that children who dress up for Halloween are most likely to wear a store-bought costume.  Two thirds of moms whose children dress up for Halloween head to the store, compared to the 22% who said their children are likely to wear a creative homemade costume. Another 10% said they’d use a hand-me-down from someone else for their child while just 2% would go the route of a quick no-frills homemade costume.  Interestingly, stay-at-home moms are more likely (71%) to purchase a store-bought costume, and working moms are more likely (23%) to say their children will wear a creative homemade costume.  Children of working moms are also more likely to wear a hand-me-down (12%).

So, moms: get out to the store and buy that costume, or work to finish up that homemade costume masterpiece, and in a few days you can kick back and enjoy that hard-earned piece of Halloween candy (and maybe let the kids enjoy some, too).


Edison “Research Moms” present at Marketing to Moms conference

Health Media Network and The Research Moms of Edison Research teamed up to present “Moms Point of View at the Point of Care” at the Marketing to Moms conference in New York City on Tuesday, October 6, 2015. The presentation showcases data from a national research study that focused on the health journey of Moms with children age 2 and under.

Follow The Research Moms on Twitter @researchmoms or contact them at

Moms Should Make Hobbies a Habit

Mom takes care of everyone and everything usually before she gives her own care a second thought.   She’ll schedule her own appointments around her children’s activities, making sure they never miss a practice. Mom will chair the latest PTA committee so she can stay involved and help out in the school community, even if it means weeks of late night meetings and running errands. She does this to maintain the livelihood of her children, because their well-being is her priority.   However, when it comes to putting in time for her own interests, mom actually falls a bit short.

According to data from The Research Moms, less than a quarter of moms (23%) said they put in a lot of effort to keep up with their own hobbies or activities, while about half (51%) said they put in some effort but the time gets shared with other priorities. Twenty percent of moms said they put in no effort at all because they have other priorities.

How much effort do you put into keeping up with your own hobbies_activities_

A hobby can come in many forms. It doesn’t have to be complicated and it doesn’t have to be outside the home or a formally scheduled event. Anything that provides relaxation or takes mom to her happy place can qualify, even if only for ten or fifteen minutes. It should simply be a way for mom to recharge her battery and take a break from the daily grind. It’s important to do this. We want our children to have balance between work and play and we should want the same for ourselves.

Undisputedly, it is a huge challenge to step off the hamster wheel of our daily routine and take a breather. On most days, the tasks are incoming fast and furious and it feels like there is not enough time for the necessities let alone for an actual hobby. However, taking some much needed “me time” should be viewed as a prescription for well-being. Aside from offering a break from the action, it also provides enjoyment and an opportunity to gain new experiences. Some hobbies like exercise, offer huge wellness benefits that go even beyond an improved mental state.

Engaging in a hobby sends a positive message to your children that you can have titles other than mom, and it allows them to view you as multi-dimensional. Furthermore, depending on what your hobby is and the age of your children, you can do the activity together and create bon
ding opportunities.   Even in a hectic day, mom will make time for what’s important, and her own health and well-being should be right up there at the top.

How the study was conducted:

The Research Moms conducted a national online survey of 540 mothers with children age 21 and under in February 2015.


Edison “Research Moms” to present at Marketing to Moms conference

POVatPOCheart2Health Media Network and The Research Moms of Edison Research have teamed up to present new research on Moms. They will be unveiling the results of a national research study, “Moms Point of View at the Point of Care” at the Marketing to Moms conference in New York City on Tuesday October 6, 2015 ( The study focuses on the health journey of Moms with children age 2 and under, and includes valuable insights on Mom as a consumer, what influences these Moms, and more.

The presentation also features video excerpts from in-person interviews with moms talking candidly about the challenges of caring for a young child and where they find the support they need. Follow The Research Moms (@researchmoms on Twitter, and at for updates during and after the event.