It is estimated that U.S. Moms spend approximately $3.1 trillion in the economy each year and 2025 will be no different. With the emergence of Generation Z moms who are more digitally astute than any prior cohorts of mothers, retailers can expect to see online sales increase and a much more educated shopper evaluating product options. Generation Z moms are not carbon copies of Millennial moms so prepare marketers for 2025, here’s a list of 5 trends in marketing tactics to help you hit your mom marketing goals this year.
- Affiliate Integration: For years brands have searched for a way to track sales from influencer campaigns, and it seems that this is the year for it to be discovered. More and more influencers are discovering the fact they can make money linking their content to affiliate programs. Marketers can expect to see more social media campaigns with affiliate links integrated into mom influencer content.
- Tik Tok Shop: Big brands will discover what smaller companies already know- moms buy from Tik Tok Shop. Even better, they buy from Tik Tok Lives. Start up brands like OPU and Pop Daddy are seeing substantial growth from live selling events on Tik Tok. This possibly could be the next direct to consumer move for big brands in 2025.
- Ambassadors: One off mom influencers are so 2024. Moms want a relationship with their favorite brands and that goes for Mom Influencers as well. Ambassador programs allow brands to develop a relationship with moms that extends into insights, 24/7 feedback, organic social support, and authentic social posts.
- Mom Hacks: With the birth of a remote workforce, brands have forgotten that moms are still busy people even if they are working in the home. Moms- no matter what stage of motherhood- want solutions. Content that showcases hacks, time-saving solutions, and repurposing of old products gets shared most often with other moms. Focus your digital content on how moms can use your product for more than its intended purpose even if it causes your product team to snarl at you when you walk past their desk. Moms appreciate when your content recognizes her struggles.
- Retail Specific Campaigns: Part of being busy is that mom doesn’t want to have to search for products she sees on social media. In 2025 we encourage brands to create retail specific campaigns that showcase end cap displays, pallet placements, and social posts from the aisle of retailers so moms can easily find the product as she dashes through the doors.
Moms buy products from companies who “get” her so adapting your marketing tactics to her behaviors, values and motivations will go a long way in 2025 toward winning her business.
