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  • How are new mums showing their consumer might?
  • How are new mums showing their consumer might?
    Philippe Put, Creative Commons (2014) ©
REPORT

How new mums like to shop

Becoming a parent is one of life’s most stressful – albeit cherished – moments. With Brits spending an average of £1,619 to prepare for a baby, some mums are buying on their smartphones at all hours. But how do new mothers really like to shop? And which brands are meeting their needs?

Location North America / Northern Europe

Scope
While becoming a parent for the first time is considered one of life’s greatest joys, it also ranks among the top ten most stressful experiences. In preparation, expectant parents in the UK spend an average of £1,619 before their baby arrives – equal to £492 million in 2014. [1]

Meanwhile, America’s baby product industry has seen spending rise 23% between 2006 and 2013, despite the birth rate falling 3.2% over the same period. [2] Considering this, it’s unsurprising that businesses are inventing more and easier ways for parents to splash out on their unborn children. But ...

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