How New Parents Shop for Fashion in the US

The arrival of a new baby can prompt purchases such as onesies, nursing bras and dad jeans. But new parents today don’t always feel that fashion brands understand their needs—especially
as the early parenthood journey progresses. When Facebook IQ surveyed expecting and new parents in the US ages 18 and older, we found that newly expecting parents were more likely than parents of babies to strongly agree that fashion brands understand what it means to be a parent. Find out what these shoppers care about and how your brand can connect with them.

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1. Parents go to family, friends and Facebook for advice.

2 in 3 parents say they are likely to use Facebook to get product or service recommendations from family and friends.

2. Both moms and dads care about appearances and trends, but dads care more.

3. Both moms and dads are decisions-makers when shopping online.

Among parents who purchased fashion items online in the previous three months, 62% of dads and 83% of moms say they’re the primary decision-maker when it comes to shopping for fashion online.

4. Dads spend more on each purchase than moms.

On average, dads spent more than 1.5x more than moms each time they purchased fashion products in the three months prior to being surveyed.

What it means for marketers

Don't forget dads.

Dads have plenty of purchasing power, make a lot of the decisions when it comes to fashion.  Create messaging that appeals to new dads who want to look good and stay on trend as life changes.

Stay fresh

People experiment with other brands as they move from being newly pregnant to new parents.  Create an editorial calendar that helps you maintain a frequent, consistent publishing schedule that keeps your brand fresh in the minds of customers.

Source: “Facebook Parents 2018” by Ignite
360 (Facebook-commissioned survey of 1,620 expecting or new parents ages 18 and older in the US), Jul 2017. “Newly expecting” were defined as pregnancies in the first 2 –4 months, “mid-to-late expecting” were defined as pregnancies 5–7 months, “parents of newborns” were defined as those with a child ages 0–4 months, and “parents of babies” were defined as those with a child ages 5–9 months.

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