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Rethinking Holiday Shopping among Moms

As summer unfolds, while many Americans are enjoying the sun and relaxation, a significant shift is happening in the planning of the 2025 holiday season—moms across the U.S. are taking proactive steps to adjust their shopping strategies. A recent national survey conducted by BSM Media sheds light on how economic factors like rising tariffs and inflation are influencing their holiday spending plans.

Key Findings from the Survey

According to the survey, which included 500 mothers nationwide, a staggering 65% indicate that they are kickstarting their holiday shopping earlier than in previous years, with many starting as soon as July or August. The concerns over potential price hikes, especially in essential categories such as toys, apparel, and household items, have resulted in a marked change in shopping behaviors.

The survey highlights that 81% of moms are particularly worried that tariffs will inflate toy prices, prompting them to modify their purchasing strategies. Many mothers are not just reflecting on their budget but are meticulously planning how to stretch their dollars further this holiday season.

Maria Bailey, CEO of BSM Media and author of Marketing to Moms, commented, “We’re witnessing a clear trend of ‘Christmas in July.’ This shift emphasizes how economically conscious moms are adjusting their holiday planning to deal with financial pressures.” With American moms contributing around $4.3 trillion annually in consumer spending, their influence is substantial.

Shopping Strategies on the Rise

Some notable strategies that moms are embracing include:

• - Early purchases: With the intent of avoiding last-minute shopping chaos, many mothers are taking advantage of early deals and discounts.
• - Online coupons and price comparison tools: The digital landscape offers opportunities for moms to save money, enticing them to research and opt for better prices before making a purchase.
• - Support local and U.S. made products: Many moms are actively seeking out products that are made in America as a way to mitigate tariff concerns, emphasizing quality over quantity in their purchases.

The Role of Social Media

The power of social media in influencing shopping decisions is also notable. Approximately 73% of moms are on the lookout for trending items and gifts through platforms like Instagram and TikTok. Notably, nearly 1 in 3 moms have recently made purchases through TikTok Shop or Instagram; this trend showcases an essential shift towards social commerce in the retail space.

Economic Pressures Reshaping Budgets

When considering their holiday budget for this year, 46% of moms plan to spend less compared to 2024, citing inflation and economic uncertainty as their primary concerns. As they navigate the holiday season, 82% mentioned they are likely to focus more on meaningful gifts—opt for experiences, educational toys, or practical items rather than a surplus of presents.

Implications for Retailers and Marketers

For marketers aiming to capture the attention of moms this holiday season, the time to act is now. It is essential to start planning advertising campaigns that:

• - Highlight early-bird deals and value to engage consumers early on.
• - Showcase U.S.-made products to cater to the tariff-conscious preferences of moms.
• - Utilize influencer marketing and social commerce strategies to engage actively with the market.
• - Offer flexible payment plans or shopping incentives to encourage early purchases.

Maria Bailey states, “Brands willing to adapt quickly to these emerging shopping timelines have the potential to reap substantial holiday rewards.” With moms adjusting their shopping behavior and expectations, the age-old strategy of waiting till the last-minute may not serve brands well anymore.

Conclusion

The holiday shopping landscape is evolving rapidly due to economic pressures that moms are facing. As consumers prioritize smarter spending and seek to make more meaningful purchases, brands and retailers must heed these changes and adapt their strategies accordingly. This July, let’s watch how this unique ‘Christmas in July’ unfolds for moms and the influence it has on the retail space this coming holiday season.

For more insights and detailed findings from the full survey report, please visit BSM Media.