Table of Contents
Executive Summary
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- Overview
- The issues
- Issue: parents are active online shoppers, yet some hesitation still exists
- Opportunity: reducing hesitation through omni-channel capabilities
- Issue: endless options dilute loyalty
- Opportunity: use social media to establish meaningful connections with parents
- Issue: savings motivates most online trips
- Opportunity: build baskets with young parents
- What it means
The Market – What You Need to Know
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- Family growth is stagnant, due to changing lifestyles
- Today’s parents are digitally native, but still seek traditional experiences
Market Size
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- Growth of family households is stagnant
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- Figure 1: Parents with coresident children under age 18, 2008-18
Market Perspective
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- Parents today: who are they and how do they shop?
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- Figure 2: Parents by age, February 2019
- Figure 3: Parents by generation, February 2019
Market Factors
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- Smaller and fewer families will impact needs and behavior
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- Figure 4: Households, by presence of own children, 2008-18
- Figure 5: Households by number of members, 2018
- Diverse families lead to diversified shopping needs and preferences
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- Figure 6: Households with related children (% of total), by race and Hispanic origin of householder, 2018
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- Figure 7: Living arrangements of children under age 18 (%), by race, 2018
Key Players – What You Need to Know
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- Amazon and mass are most shopped and most preferred
- Department store retailers are overshadowed
- Emerging interest in second hand stores and subscription services
What’s Working?
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- Amazon is universally appealing
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- Figure 8: Preferred retailers (NET any rank) – Most preferred (top four), February 2019
- How Amazon wins with shoppers
- Try-before-you-buy options
- Customized delivery options
- Physical locations
- Young parents appreciate Walmart and Target
- Walmart’s efforts to win parents
- Target’s efforts to win parents
- eBay is favorited by dads
Which Retailers Are Losing Parental Preference?
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- Least preferred retailers
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- Figure 9: Preferred retailers (NET any rank), February 2019
- Department stores and club stores lack parental approval
What’s Next?
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- Emerging retailers
- Alternative purchasing options will grow in popularity, especially among young parents
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- Figure 10: Subscription services and second hand retailers shopped, by age, February 2019
- Retailer to watch: Solly Baby
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- Figure 11: Solly Baby “How I Wrap” in New Standard wrap, March 2018
- Figure 12: Solly Baby “How I Wrap with Dad” in the New Standard wrap, March 2018
Consumer Insights – What You Need to Know
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- Parents shop a variety of categories online, often frequently
- Most parents conduct multichannel searching and shopping
- Convenience and value-players win with parents
- Savings prompts parents to shop online, while most trips occur for gifting or specific needs
- Deal-seeking dominates but opinion of others influences parents
Items Shopped and Purchase Frequency
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- Key takeaways:
- Parents more likely to shop online for most items
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- Figure 13: Items shopped (select), parents versus general population, February 2019
- Shopping the necessities and doing so frequently
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- Figure 14: Items shopped, February 2019
- Young, affluent parents shop across categories
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- Figure 15: Items shopped (select), 18-34s with HHI of $50K+ vs overall, February 2019
- Moms shop for the household, while dads make specific purchases
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- Figure 16: Items shopped, by gender, February 2019
- Hispanic parents are frequent shoppers
Shopping Method
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- Key takeaways:
- Parents more likely to search across channels
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- Figure 17: Multichannel shopping method (NET any category), parents versus general population, February 2019
- Searching and shopping primarily occurs in-store for most purchases
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- Figure 18: Shopping method – Categories searched, February 2019
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- Figure 19: Shopping method – Categories purchased, February 2019
- School purchases can encourage cross-category shopping
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- Figure 20: Select categories bought online, 18-44s vs over-45s, February 2019
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- Figure 21: Select categories bought online, by gender, February 2019
- Clothes shopping is a multi-channel experience
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- Figure 22: Multichannel clothes, shoes and accessories shopping, by age and gender, February 2019
Retailers Shopped Online
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- Key takeaways:
- Amazon is universally shopped by parents
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- Figure 23: Retailers shopped by parents, February 2019
- Young dads are interested in alternative purchasing options/retailers
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- Figure 24: Subscription services and second hand retailers, by age and gender, February 2019
- Hispanic parents are adventurous shoppers
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- Figure 25: Retailers shopped online, by Hispanic origin, February 2019
Reasons for Buying Online versus In-store
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- Key takeaways:
- Motivations for parents to shop online
- Time
- Money
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- Figure 26: Reasons for buying online versus in-store, February 2019
- Young moms enjoy shopping online
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- Figure 27: Young women and single moms reasons for buying online versus in-store, February 2019
- Price, in some form, is a priority to all parents
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- Figure 28: Price-related reasons for buying online, by age, February 2019
Reasons for Buying
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- Key takeaways:
- Gifting and occasions are top reasons parents shop online
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- Figure 29: Reasons for buying, February 2019
- Younger parents don’t always stick to their shopping lists
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- Figure 30: DSW email campaign, March 2019
- Figure 31: Reasons for buying, by gender and age, February 2019
- Moms are gifting, dads are replacing
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- Figure 32: Reasons for shopping – Gifting vs replacing, moms vs dads, February 2019
- Hispanic parents are impulsive shoppers
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- Figure 33: Reasons for shopping (select), Hispanic vs Non-Hispanic, February 2019
Online Shopping Behavior
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- Key takeaways:
- Deal seeking dominates most parents’ behavior
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- Figure 34: Online shopping behavior, February 2019
- Younger parents seek assistance from apps and tools
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- Figure 35: Online shopping behavior, by gender and age, February 2019
- Family input impacts dads’ decisions
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- Figure 36: Sperry email campaign, March 2019
- Figure 37: “I consult my family before buying” – Dads, February 2019
- Hispanic parents utilize outside sources
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- Figure 38: Online shopping behavior, by Hispanic origin, February 2019
Purchase Influencers
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- Key takeaways:
- Opinions of others matter most
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- Figure 39: Purchase influencers – NET any rank, February 2019
- Social media has bigger influence on young parents
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- Figure 40: Purchase influencers, by age, February 2019
- Opportunity to connect with certain parents through social mission and brand values
Attitudes toward Online Shopping
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- Key takeaways:
- Loyalty is low online
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- Figure 41: Attitudes toward online shopping, February 2019
- Automatic replenishment options appeal to younger dads
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- Figure 42: “Automatic reorders/replenishments are helpful” (% agree): dads, February 2019
- Young, affluent parents are targets for basket building
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- Figure 43: Select attitudes toward online shopping (% agree), 18-34 with HHI of $50K+ vs overall parents, February 2019
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- Figure 44: Vineyard vines email campaign, January 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Consumer survey data
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
Appendix – The Consumer
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- Figure 45: Purchase frequency (NET weekly & monthly), February 2019
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