• by Maria Bailey , Columnist, April 21, 2025

Moms spend over $4 trillion a year in the U.S. economy. They are the largest consumer group in America, and as Chief Household Officers, purchase everything from computers to toys.

As brands navigate tariffs and production costs, it is wise to consider how to sell products to mom consumers. Fortunately, price is not the only consideration for women with children. Do not misinterpret this to mean that moms aren’t wise shoppers, but price is just one part of the equation of being financially smart with family budgets. Here’s a list of marketing tactics to use when selling products to mothers, should your product be impacted by tariffs.

Emphasize quality. Moms spend time researching products before their purchase. They ask friends, scroll on social media for recommendations, and read reviews. They do not want to re-invest their time in researching the same product twice because the first one fell apart. Moms are willing to pay a little extra for a higher-quality item for their family.

Update your reviews. Now is a good time to make sure you have good reviews for your product. According to research, 90% of mothers consult at least one review prior to purchasing a new product. You want moms to find positive reviews as part of their product search.

Sell solutions over product benefits. Moms buy solutions to their daily challenges. Her toddler spills his snacks in the car, so she searches for “spill-proof snack holder.”  Use solution-oriented content on social media, create mom hacks on Pinterest, and engage mom content creators to upload practical use videos to TikTok.

Christmas in July, August, and September. Start your holiday messaging early, because moms start their shopping early. Too often marketers are still using a traditional planner rather than aligning their efforts to the shopping behavior of moms. Did you know most moms have purchased at least five gifts by the Fourth of July?

Reduce costs with user-generated content. Maximize your social media campaigns by gaining the right to use influencer content for CRM, websites and social media posts.

Bundle products. Be intuitive to the needs of mom consumers by bundling products to offer more for a little less. Chips, salsa and salad, or board games, plush, and travel toys all make great bundles that are fast decisions for time-starved mothers.

Emphasize the community of your brand. Moms like to be a part of something bigger, whether it’s a social cause or a community of brand-loving mothers. They’re willing to pay a little more for a good feeling, friendly interactions, or a way to give back to their community.

It may be rocky in the near future to ride the wave of costs versus price, but understanding how your consumer buys is likely to provide some calmer waters.