Curious how moms are
really shopping in 2025?
From discovery to loyalty, mom’s path to purchase is shifting - and we’ve got the data to prove it. At BabyCenter and What to Expect, we reach parents from the very beginning of their journey—trusted by 9 in 10 first-time expecting moms in the U.S. and registering 68% of pregnancies. That access offers unparalleled visibility into what moms want, need, and buy at every stage.
Get a peek into our latest shopping study, Screen to Store: How Mom Shops Today, with this interactive insight builder.
Answer a few quick questions and unlock the insights that can help your brand show up smarter, and more meaningfully, for today’s mom.
Ready to see what matters most to mom?
1 − Where are you driving most of your sales?
Online
In-store
Both online and in-store
Boosting sales
Driving product discovery
Building brand awareness
2 − What’s your top marketing priority right now?
Increasing loyalty
In-store
Moms often shop in-store to fulfill a specific purpose.
Sales / promotions and the 4Cs - Convenience, Cleanliness, Customer Service, and Checkout - matter.
Online shopping now rivals in-store — and moms prioritize price and free shipping.
Online
No matter where she shops, 77% of moms are driving household purchase decisions.
Both online
and in-store
Our platforms are the most-trusted digital resources for parents. Social ads also work — 84% of moms say they’ve noticed them.
Building brand awareness
80% of moms have found new products on social but 85% worry about scams. Trusted platforms matter.
Driving product discovery
Moms won’t buy without solid reviews and product info.
Bonus: 77% of Gen Z moms use mobile payments.
Boosting sales
Moms gravitate toward brands that offer value, feel safe and trustworthy, help them do right by their kids — and make life a little easier.
For Gen Z moms, customer experience is key.
Increasing loyalty
Not yet
Yes
3 − Are Gen Z moms
on your radar?
Gen Z moms are mobile-first, TikTok-savvy, and +46% more likely to skip retailers that don’t offer digital wallets.
Yes
They’re growing fast and influencing how brands show up online. Worth keeping an eye on.
Not yet
Neither is a core channel
We focus on digital engagement
Social media is a priority
4 − How important is social media or digital engagement to your plan?
Even if social isn't your top channel, parenting platforms are trusted places to show up with meaningful messages. 63% of moms are more likely to trust a brand associated with BabyCenter or What to Expect.
Neither is
a core channel
Moms love the convenience of online shopping and do their homework before they buy.
84% of moms notice ads and shopping features on social media. Sponsored content and personal recommendations stand out but trust is critical to her purchase decisions.
Social media
is a priority
We focus on
digital engagement
You’ve seen how today’s moms shop.
Ready to get more insights and strategic recommendations?
Thanks for exploring
your mom market!
Contact our team
Source: Everyday Health Group Pregnancy & Parenting; Screen to Store − How Mom Shops Today, April 2025
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