No surprise to those familiar with the mom market, but when it comes to holiday shopping, moms rely more on research than do women without kids, according to a recent study. BuzzBack Market Research and WPP’s Mindshare polled 350 adults, half women and half men, in the first few weeks of December and found that 61% of moms research holiday gifts, compared with only 48% of non-moms. Seventy-seven percent of women said they do most of the holiday shopping in their households, and 54% of holiday shoppers said the internet is critical to their shopping efforts and that they do the majority of their holiday shopping online.
This is not surprising to me. My over-reseaching tendancies are what started me blogging about cool picks n the first place!
90% of my Christmas shopping was done online this year! And I do check for reviews on products before I buy. I just decided to cloth diaper and ONLY shopped from places that were recommended by other Moms. I have friends that aren’t Moms yet but they always turn to blogs and the Internet first when buying baby gifts!
Steph
I spent the bulk of my time researching for a gift for my kids online– this year we opted for two really big presents instead of a bunch of smaller ones- and then only went to the store to pick it up. I’m not the browse/no buy type- if I go into a store and start browsing- I’m definitely going to buy something:)
350 adults p (or 175 women) polled is a very SMALL sample and statistically doesn’t have much merit. I’d be interested in the demographic details of those polled: Large city residents vs suburbs, small towns, age of the participants, race, income etc.