NEW YORK — Moms are making the calls on family purchases, and the stakes are rising. According to What to Expect’s How Mom Shops Today study, 77% of moms say they are the primary decision-makers for family purchases, while 55% say managing finances largely falls on them. In a climate of rising inflation and new tariffs on everyday goods, that responsibility is only getting heavier.
The hidden workload of family shopping
More than three-quarters of moms are responsible for making purchases across various categories, from diapers and snacks to expensive items like car seats and strollers. The study revealed that rising costs and an overload of choices are the primary stressors for mothers, who are trying to stretch every dollar while maintaining product quality and safety.
For many, shopping comes with an emotional trade-off. Nearly half (43%) of moms said they want to choose products that make them feel they are doing the best for their child, while 52% have skipped a purchase due to poor online reviews. Moms are also wary of lower-quality options, even when budget constraints prompt them to seek cheaper alternatives, as they weigh concerns such as product safety, durability, and ease of use.
A climate of price sensitivity and deal-seeking
In the face of rising prices, moms are adapting. Some monitor price fluctuations and stock up during sales, while others utilize auto-delivery subscriptions to receive discounts on essentials like wipes and formula. Loyalty programs, gift card deals, price-match guarantees and browser extensions like Honey are tools moms are using to manage rising costs.
One mother described how she and her partner spent an entire evening researching car seats after new tariffs were announced, hoping to make a purchase before the price increases took effect. “Saving $100 now can feel like winning the parenting lottery,” she said.
Information overload meets retail opportunity
The mental load of shopping is compounded by what Cutlip describes as “information overload.” Many moms feel they need to exhaust all available information—reviews, safety data, price comparisons—before making a decision. This creates a unique challenge and opportunity for brands and retailers to deliver clear, actionable information at the point of purchase.
What it means for retailers and brands
The study highlights the need for retailers and brands to:
- Ensure clear, detailed product information, including safety details, multiple product images and transparent customer reviews.
- Offer competitive pricing and clear promotions to help price-sensitive shoppers feel confident in their purchases.
- Provide easy return policies to reduce friction and risk for cautious buyers.
- Leverage retail media channels to reach moms where they are actively researching and purchasing, from social platforms to retailer sites.
- Consider bundling promotions and auto-delivery discounts to meet moms’ desire for value and convenience.
- Build trust through authenticity, highlighting quality, safety and community-recommended products to stand out in crowded categories.
Methodology: What to Expect surveyed 1,881 U.S. women aged 18-54 who were either pregnant or had a child aged 0-8, between January and February 2025.
