When we asked our research community about COVID-19 silver linings, they overwhelmingly responded that the greatest positive to come out of the pandemic was more time with family. Although being a mom in 2020 can be stressful and overwhelming, it is also joyful. The pandemic will pause baby plans for many; the age of first-time moms has been increasing for years and COVID-19 will exacerbate that trend. Current moms are looking for ways to make life easier; the brands that offer solutions—and with budget-conscious products and services—will succeed with this all-important demographic.
Moms in 2020: Concerned about COVID, Flexible, Fun, Stressed
- 14% of moms under 45 are rethinking having additional children because of COVID-19
- 64% of moms are worried about risk of exposure to COVID-19, which is higher than the general population (59%) (as of August)
- Moms are engaging in the following behaviors now, and at a higher rate than the general population:
- 58% are limiting time in-store
- 51% are shopping more online
- 47% are stocking up for groceries/other supplies
- 30% are using curbside pickup more
- 51% of moms with children five and under are overwhelmed with their parental responsibilities
- Nine in 10 agree they love being a parent
- The top way she unwinds? TV & movies (64%)
- Moms love—and are very active on—social media:
- 74% visit Facebook daily
- 46% visit YouTube daily
- 40% visit Instagram daily
At Stella Rising, an unparalleled understanding of consumers informs all of our media and marketing strategies. Connect with us to better understand your target consumer and accelerate brand growth.
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