What’s influencing how moms shop

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What’s influencing how moms shop

07/05/2017
Having a baby changes everything — including shopping behavior, according to new insights from pregnancy and parenting resource BabyCenter, a Johnson & Johnson company. The company’s “2017 Skincare and Bathtime Study,” shared exclusively with Drug Store News, points to lasting changes that new parents undergo in terms of what they look for from their personal care products once they have children, as well as the top factors influencing their buying decisions.

In terms of influence, physicians carry the top spot, with 50% of moms listing their physician as a resource, and 95% of those moms saying they are somewhat or very influenced by their recommendations. But previous experience with a brand also is among the top five influences cited, with 27% of moms saying it influences them. Of the moms influenced by prior experiences, 94% said this is a somewhat or very influential factor in their purchase decision.

While only about 11% of respondents said in-store displays influence them, 64% of those people said that it’s somewhat or very influential in their purchase decision. These numbers are slightly higher among pharmacy shoppers, with 13% saying that in-store displays are a resource for them, and 65% of these respondents said that they are somewhat or very influential on their decisions.

The influence that in-store displays hold is indicative of the larger potential role that the store can play in capturing parents’ dollars — especially when they’re buying a new product. Fifty-four percent of respondents said that they make a first-time purchase exclusively in store, compared with 8% who purchase mostly and exclusively online for the first time. But when it comes to repurchasing, only 41% said they do so exclusively in store, with 25% saying they do repurchasing mostly in store and occasionally online, 22% repurchasing online and in store equally, and 11% buying mostly or exclusively online.

Amazon.com ranked third among places parents purchased skin and hair care products for their children — 29% of parents shopped on Amazon compared with 59% who went to Target and 45% who went to Walmart. And while mass is the top shopping destination, three drug retailers collectively made up 29% of shopping trips from parents, with 13% going to Walgreens, 12% shopping at CVS and 4% choosing Rite Aid.

Indeed, despite making up less than a third of shopping trips, the pharmacy-shopping parent is the most valuable. BabyCenter’s research found that 63% of pharmacy shoppers said they spend more on their children’s skin care products than they do on themselves, and overall, pharmacy shoppers spend 47% more than the average consumer, spending $107.73 dollars on average.