Marketing to Moms

The goal of any business is to make money.  To that end, many businesses should be focusing on a multi-billion dollar market: moms.  Marketing to moms is the wave of the future…and the wave of now!

Why are moms so important?

Moms are enterprising.  According to BSM Media, Inc., the amount of money spent by moms is already over the trillion dollar mark.  That’s more than the budget of some third world countries!

Also according to BSM Media, Inc., almost ninety percent of moms consider themselves the financial head of the home.  The husband may be the one in many cases that brings home most or all of the money, but moms are usually the ones that make the ‘how-to-spend-the-money’ decisions.  Moms shop for everything that is related to the household: clothes for the kids, appliances, electronics, outdoor furniture, accessories and home improvement items. 

The majority of husbands who shop for these items will consult their wives before buying them.  Why do they do this?  It is because the wives tend to do most of the research into the products to find the best one on the market for them.  Moms influence as much as eighty-five percent of the purchases for their homes.  That’s a huge number of moms!  Over seventy million!

Take a moment and think about all of the tasks that moms handle in a day.  The tasks can include housework, driving kids to and from school and activities, cooking meals and managing finances.  They need to keep all of these things straight…and to that they usually employ a wide variety of technology.   It is quite common these days to see a mom sitting at a park, watching her kids playing while browsing/working on an iPad, iPhone, or other such mobile device. 

Moms are typically quite savvy on the internet.  For many years, the trend has been for moms, and women about to become moms, to come out of the ‘9-5’ workplace and come home to start their own business so they can be home with their children.  To that end, moms have developed a network of blogs, websites and forums designed to teach moms everthing from designing websites, starting businesses online, marketing to other moms, all while managing their homes.   With all of this additional knowledge, moms’ buying power has increased exponentially.

Marketing Mistake?

Traditionally, the only products marketed towards women were household and cooking products.  This goes back to the old thought that a woman’s place was in the home.  Many companies are now seeing what a huge detriment that approach has been to them. 

Women and moms have made a huge imprint in what was traditionally a man’s world.  Women are not limited to office jobs.  They are CEOs and CFOs.  Women don’t just ‘surf the internet’, they are becoming entrepreneurs with increasing influence over internet marketing.  These days, having moms shun your product because you are not marketing to them means that they are spreading the word via the internet and in their own communities. 

The Future

Moms are influenced by other moms.  Several generations of moms are coming together to influence spending habits of major corporations.  In the future, you can expect this trend to continue.  As moms become more ‘connected’ in the world, their influence over spending will increase [as their circles of influce do]. 

Gain the support of savvy moms with your products/services and your business will reap the benefits. 

Julianne Alvarez-Wish is a military wife, mother, business owner, professional writer, blogger and legislative advocate. She is the Director of Communications for Our Milk Money, the Colorado State Leader for the National Association for Moms in Business and the owner of Buy By Mom and Buy By Mom Blog. She is the Colorado Springs Stay-at-Home Mom Examiner for Examiner.com. She also blogs at A Wishful Thought. Her passion, purpose and goal is to help parents work from home so they can be home with their children.

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One response to “Marketing to Moms

  1. I liked reading this, it was refreshing. There are a lot of mothers that I know that even work from home and that is where they make most of the money for the house. I know a few that actually became rather wealthy online. They did it so they could spend more time with their kids.

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