Moms Define The New Normal For Family and Retailers

It’s likely that retailers will find a different type of mom shopper when the U.S. lockdown orders are lifted, according to a new survey from BSM Media.

Moms are adapting to new behaviors mandated by the lockdown. Most plan to increase online shopping (46%), avoid unnecessary outings (51%) and visit retailers less frequently (50%).

One in four moms who experienced curbside pick-up said they expect to continue using the service after they are released to shop more freely. And 25% admit they are in no hurry to rush back into malls or retailer locations. Almost as many say they will seek out deals on spring inventory online instead of in-store aisles.

“Brands who are able to pivot their selling strategies to align with the new behaviors of moms are likely to find great opportunities when they are able to welcome moms back,” says Maria Bailey, CEO of BSM Media. “Moms are telling us that they aren’t ready to ditch their new found love for Zoom gatherings and curbside pickup.”



Moms want to feel comfortable wherever they decide to shop in stores. Six in 10 (60%) say that retailers with employees dedicated to sanitation will help to make them feel safe while shopping.
Further, they are most likely to enter the doors of retailers alone. Seven in 10 (71%) will only bring their children with them if it is absolutely necessary.

Although her kids may not be allowed to go shopping, moms are open to their children participating in some post-pandemic activities. More than half (53%) are likely to consider allowing playdates or travel with family.

But the most unlikeliest destinations for their youngsters post-pandemic are summer camps and visiting an indoor play center. Nearly three quarters say these two activities are off the list for their children this year.
The good news for kids however is that moms have had enough of school this year. One third said they plan to give their kids a break from education during the summer months, while another 20% expect to continue the virtual learning curriculum once the official “school’s out” bell rings on the current school year.

Among the changes that families experienced during quarantine that women intend to maintain permanently include cooking and eating meals as a family, spending more time in the backyard and just generally spending more time together.

The online survey of 886 U.S. mothers on their lockdown behaviors and their expectations for a post pandemic world was taken late last month.

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