Valassis has released new research on how today’s moms shop and make purchase decisions for food, household goods and health and beauty care (HBC) items. Interestingly, amid the changing grocery landscape and with the growing availability of shopper-friendly technology, 2K19 Coupon Intelligence Report findings show moms are still shopping brick-and-mortar retail.
When it comes to food purchases, 52% of moms do most or all of their shopping in-store, compared to 27% of dads. For household items, 50% of moms demonstrate this same behavior, versus 24% of dads. But when it comes to HBC items, only 36% of moms opt for brick-and-mortar, compared to 24% of dads. Since over half of moms indicate they need better solutions to save more time (53%) and money (58%), retailers and brands should consider this an opportunity to make improvements. Overall, 79% said going to stores with the lowest prices is critical, while almost 60% want to save the most money through the use of coupons and discounts. One-in-three moms cites the highest priority when it comes to grocery shopping is saving time, while over one-in-four says the same about ease and convenience.
Over one in three moms are increasingly shopping via brick-and-mortar with the added convenience delivery and pick-up options bring. 40% have increased their shopping at stores other than their main retailer of choice because they advertise better deals. With technology continuing to integrate with the path to purchase, over one-in-four moms now use a smartphone app to scan barcodes as they shop. 36% of moms have increased their shopping at stores that offer prepared foods/meals versus last year.