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Brands Take Note: First-Time Moms Offer $16 Billion in Purchasing Power

First-time moms represent $16 billion in spending power. New research from Eric Mower + Associates’ New Moms Group says that the time for brands and retailers to start earning moms’ loyalty is the nine months before baby arrives. Experts from EMA New Moms Group will present their findings during their workshop “Shopper ‘Mom’ Marketing: 9 Months to Connect Your Brand to Her New Reality” at the M2Moms® –The Marketing to Moms Conference on Oct. 23-24.

“Each year, new moms spend $10,000 from the time they learn they’re pregnant until their child is one year old—that’s $16 billion in consumer purchasing power,” said Sandy Gingerich, EMA senior partner and New Moms team leader. “By and large, decisions on which brands new moms will rely on are forming before baby is born. Brands have to get in front of first-time moms as early as they can.”

From the moment a woman finds out she is pregnant, the way she thinks, feels and shops changes, as moms have a new set of considerations and concerns. Proprietary research conducted by EMA New Moms Group indicates that brands have the opportunity to connect with and earn a new mom’s loyalty—and help her find the best solutions for her family—during the critical nine months before baby’s birth.

Executed online by Zoomerang earlier this year, EMA’s proprietary study was administered to 467 moms, including Expectant Moms (pregnant with first child, in any trimester) and New Moms (first-time moms with one child, age 2 or younger).

EMA’s New Moms team includes experts in Insight + Analytics, Shopper Marketing, Creative Ideation, Design + Branding, Public Relations, Social Media and Planning. The group routinely conducts research studies, interviews new and experienced moms about their mindset and shopping habits, and shares thinking through articles, blog posts, videos and more. EMA’s client roster includes respected brands like Dixie®, Fisher-Price, Primrose Schools and many others.

About Sandy Gingerich

Sandy is a senior partner and director of Eric Mower and Associates’ New Moms specialty. She provides strategic advice and research-based insights to clients, helping them better connect with the ever-growing Millennial mom market. Sandy is a true shopper marketing strategist, and has developed best practices for reaching moms in-store through her work with top retailers like Walmart, Target, Kmart and Toys R Us. In her distinguished 19-year career at EMA, an integrated marketing communications agency with specialized expertise in shopper marketing, consumer advertising, and digital/direct/relationship marketing, Sandy has served dozens of blue-chip brands including Fisher-Price, Mattel, MeadWestvaco, Kohler, BlueCross BlueShield, HSBC and Lactalis Deli. She also gets first-hand insight into consumers, brands and the challenges that retailers face from behind the counter at the Marilla Country Store, a unique gift shop she owns with her husband, Paul. 

About Mower

Mower is a digitally integrated independent marketing, advertising and public relations agency with professionals in New York City, Atlanta, Boston, Charlotte, N.C., Cincinnati, and Buffalo, Rochester, Albany and Syracuse, N.Y. Mower delivers strategic insights and counsel, digital solutions, smart creative and award-winning results to clients in a wide range of industries and service sectors. It has earned top industry accolades from Clio, Cannes and ANA B2 awards and is the only full-service agency ranked in Ad Age, B2B Marketing, PRWeek and Chief Marketer. Mower is part of two global agency networks—thenetworkone and IPREX—as well as the 4A’s.