How to Sell to Moms this Holiday Season
It’s not too soon to focus on the holiday season with potential tariff increases and changing Mom consumer behaviors. These factors are making Marketing to Moms more challenging in 2025. Consider this fact about US mothers- they start shopping for deals as early as July. Moms spend $1.6 trillion a year in the US economy and are the decision-makers when it comes to holiday expenditures. BSM Media , the largest mom influencer agency specializing in marketing to moms, surveyed 500 Moms across the US on what matters to them as they gear up for the upcoming holiday gift buying season. Understanding Gen Z and Millennial Mom consumer behaviors lays the foundation for successful marketing to mom programs.
For complete survey results, contact Maria@bsmmedia.com
Mom Holiday Shopping Behaviors – Survey Results
According to the survey, 81% of moms are concerned about the impact of tariffs on their families, and 58% intend to change their shopping habits this year for the holidays. They are concerned foremost about groceries, followed by clothing and shoes, home goods and appliances, cars, electronics, and toys. Seventy percent of respondents are worried about how tariffs on toys will impact their holiday shopping. Moms expressed concern about increased prices (84%), limited choices 51%, limited distribution 39%, online sellouts (36%) and the scarcity of hot toys 27%.
When asked about how they would adapt their shopping strategies, the majority said that they would limit the number of toys their child receives by 51% or consider purchasing experiences over toys 46%. In a nod to sustainable practices and a bit of ingenuity, 37% of moms said they would sell toys that are no longer used to offset the cost of new ones, and 33% said that they would purchase gently used items from thrift stores or resell sites as gifts. Moms also look to other moms for good advice: 32% said they would take recommendations from other moms for saving money, and 33% said they would use social media to identify sales.
Notably, when asked if they were willing to pay a little more for a product made in the US to avoid tariffs, 30% said yes, 11% said no, and almost 60% said it depends on the price difference. It was an even split between moms that shop websites or retailers that highlight products made in the US and those that do not. When it comes to toys, 63% admitted that they do not seek out American-made toys.
Winning Mom Shoppers This Holiday Season
As brands prepare to win sales this holiday season, it is important to design marketing tactics that meet buyers where they are stretching their family dollar. Here are 5 marketing tactics to add to your plans:
- Bundle products that present a higher perceived value to shoppers.
- Focus influencer strategy on programs that drive moms in-store to purchase like www.socialspotters.com
- Host toy trade-in days or promotions that give moms credit toward purchasing new toys in return for trading in her old toys. Donate old toys to earn social responsibility points with moms.
- Engage with mom influencers focused on frugal living and smart shopping as their audiences will grow this holiday season.
- Utilize mom influencer who use affiliate links in their posts and drive online sales. www.bsmmedia.com
Start now to lay out a dynamic holiday marketing plan that will change with the ever-changing factors. Preparation will allow your brand to capture sales for moms this year.
BSM Media is ready to help you create an integrated marketing plan for the holidays that is customized to your sales goals. Contact Maria@bsmmedia.com and let’s talk.
