Get to Know… The Millennial Mom

SMAKK is a digital agency that brands, builds and grows ecommerce businesses. Consumer insights guide our process and allow our team to develop the best strategies to drive sales. In our “Get to Know…” series, our Strategist and UX Designer, Maria Bonello, introduces key consumer segments for ecommerce brands to consider.

Brands like the Honest Company, Target, and Minnow + Mars know that Millennial Moms secretly rule the world.

Not only do they control about 99% of your Facebook feed with photos of their kids doing cute stuff, it’s estimated that they control about 80% of their households’ consumer spending. This consumer powerhouse is making buying decisions about everything from apparel, homegoods, food, CPG purchases to menswear (yup!), so let’s talk about mom:

Who She Is
Millennial Moms are mothers who were born between 1980 and 1996 and as of 2015 they accounted for about eight-in-ten (82%) U.S. births. Approximately one in five moms (22%) is a Millennial, making up about 16 million people in the US population as of 2017, according to Pew Research Center.

Products She Loves
Above all, the Millennial Mom cares most about purchasing the best, safest products for her family. She also is interested in the discovery of new products. She wants to be on the forefront of what’s new and best on the market — especially if it’s backed by someone she trusts. She understands that there a lot of options out there and relies on social proof from influencers and reviews from other customers to empower her purchasing decisions.

How She Shops
The Millennial Mom is a savvy shopper. She’s grown up on technology and is used to shopping online, looking for coupons, and sharing her experiences with friends and followers (she’s big on Instagram, Pinterest, Parenting Communities, and Facebook). 8 in 10 US Millennial Moms use their phone for shopping, even while in-store. This is according to the State of Modern Motherhood: Mobile and Media in the Lives of Moms.

Why She Matters

  • Women account for 85% of all consumer purchases
  • Moms represent a $2.4 trillion market
  • 82% of new moms are Millenials
  • Moms remain the major household purchasing decision maker in about 80% of families
  • 90% of moms are online vs. just 76% of women in general
  • Moms dominate purchasing decisions for children’s products. 96–98% of moms are entirely responsible for buying children’s toys and clothes.

What She Cares About
Millennial Mom is strapped for time, but she’s also a conscious consumer. She’s navigated life events like marriage, pregnancy, and raising kids with the help of the internet, so her purchasing behavior is marked by deft research that balances informed purchasing with efficiency. She cares most about:

  • Transparency
  • Convenience
  • Organic or Eco Friendly Products
  • Benefit Based Product Claims
  • Social Proof & Reviews
  • Feeling like Products Solve her Problems

How We Can Reach + Keep Her
When it comes to reaching and keeping her as a consumer, content and social media are huge drivers to help her discover and keep her engaged with your brand. Strategies to best connect with the Millennial Mom include:

  • Influencer Marketing
  • Social Media Marketing
  • Optimizing web and mobile for easier shopping
  • Offering exclusive content
  • Offering smart, personalized, and convenient ecommerce experiences

Take Away
Millennial Moms are a consumer segment that is growing rapidly and controlling massive amounts of spending power. This digitally-driven consumer is more comfortable with ecommerce shopping than almost any other segment, but she expects a lot — convenience, value, and proven product benefits. Capture this savvy consumer by creating efficient, personalized ecommerce user experiences chock full of relevant content and social proof. Then drive traffic and brand awareness by getting into this consumer’s line of sight with thoughtful, targeted content and social campaigns.

Is your ecommerce experience doing all it can to drive sales? Are you connecting with the right consumer? Talk to SMAKK, we love this stuff.