Magazine article Marketing to Women: Addressing Women and Women's Sensibilities

New Moms Want (and Get) Lots of Gifts. (Family)

Magazine article Marketing to Women: Addressing Women and Women's Sensibilities

New Moms Want (and Get) Lots of Gifts. (Family)

Article excerpt

Pregnant women have an average of two baby showers, according to a poll of expectant and recent mothers for Babies "R" Us. More than eight in 10 (82%) have at least one baby shower, while 32% of first-time moms and 33% of mothers with more than one child have two showers (per birth). Most first-time moms (96%) had their showers prior to giving birth. Over two thirds of these (68%) were female-only showers. Favorite gifts for baby showers include major purchases such as strollers, car seats, and cribs (26% cited these as their favorites), as well as clothing (13%) and handmade gifts (14%).

When expectant moms buy their own baby equipment, many do so online. Most popular items to research or buy online include car seats (80% researched, 68% purchased), strollers (72% researched, 67% purchased), cribs (56% researched, 71% bought), and baby monitors (50% researched, 58% bought). The vast majority of women use the Internet for research when they're expecting a baby: 77% research products, 50% research baby care, and 60% research baby health issues. Almost three quarters (73%) say they spend at least an hour online each week.

First-time mothers are most likely to subscribe to e-mail newsletters dealing with pregnancy: 46% of first-time moms subscribe, compared with 35% of moms with two or more kids. Almost nine in 10 pregnant women (89%) say they've referred to books for information on pregnancy and child-rearing. A third (33%) consider books their most useful source of information, followed by doctors (23%).

Eight in 10 expectant and recent moms (80%) plan to or currently keep a journal to record their children's development in the first few months of life. Six in 10 first-time moms (60%) and half of moms with two or more children said their pregnancies were planned, while 71% of first-time moms and 79% of moms with more than one child found out their babies' gender before giving birth. …

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