Moms Are Leading the Future of Shopping. Here's Why That Matters.
Moms Are Leading the Future of Shopping. Here's Why That Matters.
Over 85% of household purchases are influenced by moms, from everyday essentials to major investments like electronics, furniture, and healthcare.
MOMS ARE LEADING THE FUTURE OF SHOPPING. HERE’S WHY THAT MATTERS:
For decades, moms have played a powerful role in shaping what families buy and how they buy it. But today’s moms aren’t just shopping for their households. They’re shaping the future of retail.
From Baby Boomers who valued brand loyalty and routine, to Gen Z moms embracing mobile-first, values-based shopping, every generation of mothers has transformed the retail landscape. In fact over 85% of household purchases are influenced by moms, from everyday essentials to major investments like electronics, furniture, and healthcare.
At The Desire Company, we see this every day: the modern mom isn’t just a shopper, she’s a decision-maker. She’s navigating endless product choices with limited time, and she’s doing it with a clear goal: making confident, informed decisions for her family.
WHAT TODAY’S MOMS EXPECT
Today’s mom shopper is discerning, digitally savvy, and more empowered than ever. She relies on her phone to manage her life, which includes shopping. 9 out of 10 moms regularly shop online, often from mobile devices, making the need for credible, concise product information more urgent than ever.
But it’s not just about convenience. 71% of moms say that brand loyalty is tied to alignment with their values, and 68% have made a purchase based on something they saw on social media. While digital discovery is on the rise, trust remains the deciding factor.
In a world flooded with sponsored posts and algorithms, moms are turning to trusted voices to help them navigate their options. They want clarity. They want authenticity. And more than anything, they want to know that what they’re buying is truly right for their needs.
WHY EXPERT-LED CONTENT MATTERS
That’s why The Desire Company exists: to help shoppers, especially time-starved decision-makers like moms, make smarter choices, faster. Our product education is delivered by real experts, not influencers or sales reps. It's designed to meet shoppers where they are: in-store, online, and at the exact moment they’re deciding what to buy.
When a mom is searching for the right baby monitor, skincare, or fitness gear, she doesn’t have time to sift through conflicting reviews or clickbait claims. She needs trustworthy guidance that’s easy to access, quick to understand, and rooted in real experience.
That’s the power of expert content. And it’s what today’s most influential shoppers are looking for.
WHAT RETAILERS SHOULD KNOW
If you want to understand where retail media is headed, look to the people driving decisions, and moms are at the top of that list. They’re not just reshaping consumer behavior; they’re setting a new standard for how brands need to show up.
Earning a mom’s trust means more than making a sale. It means earning her loyalty, and potentially, her entire household’s.
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