Research undertaken by eMarketer shows that becoming a mother changes your attitude to ecommerce shopping. In a comparison between the overall female population and mothers in the US, it was found that mothers are likely to become more money conscious. The survey revealed that whilst 64% of female respondents “always look out for special offers”, that number jumped to 70% when asking mothers. This pattern then continues consistently when people were asked about waiting for items to go on sale before buying, their use of coupons, and shopping around to take advantage of new offers.
