3 Things That Change Every Year in Parent Shopping Behavior

Parent shopping habits are always changing. Every year, new things influence how parents buy, what they care about, and how they make decisions. These changes happen because of new technology, different values, and how parents think and feel when shopping. Understanding these shifts is really important for brands and stores that want to connect with parents and earn their trust.

By keeping track of how parents shop each year, businesses can better understand what parents need and want. This helps them offer the right products, use the best channels, and create messages that truly matter to parents. Since parenting is busy and ever-changing, parents look for convenience, honesty, and meaningful reasons to choose one brand over another.

In this blog, we’ll explore three important trends that keep changing in parent shopping behavior every year. We’ll look at how parents shop using devices and different channels, what values matter most to them, and the reasons behind their buying choices.

In recent years, mobile device use for shopping among parents has surged. Till the year 2024, 72.9% of all e-commerce sales came from mobile devices. Many parents switch between multiple devices like phones, tablets, and laptops, expecting a seamless experience across all screens. This has made omnichannel shopping essential and widespread, where parents engage with brands through a mix of online and offline channels. For example, they might research on mobile, read reviews on desktop, and purchase either in-store or online.

Key reasons why omnichannel is important to parent shoppers:

• Convenience of switching between devices anytime
• Ability to compare options across platforms easily
• A consistent shopping experience builds trust
• Flexibility in how and when to complete purchases

Now, let’s look at the growth of online marketplaces versus physical retail in how parents shop:

Emerging technologies like AI-driven recommendations, voice search, and augmented reality are increasingly shaping parent shopping by personalizing and enhancing interaction. In 2025, brands focusing on these innovations and delivering connected experiences across channels will have an advantage in winning parent shoppers.

Brand trust and authenticity have become must-haves for parent shoppers. Parents want to feel confident that the products they choose for their families are safe, reliable, and come from brands that truly care. This trust often leads to customer loyalty and repeat purchases, especially when it concerns the health and well-being of their children.

Ethical concerns and sustainability have grown into powerful purchase drivers. Governments around the world are pushing companies to follow Environmental, Social, and Governance (ESG) principles, encouraging responsible business practices. Studies show that over 60% of parents today are willing to pay more for products that are eco-friendly and ethically produced. This reflects a rising awareness that shopping choices impact not just families but the planet as well.

Social proof also heavily influences parents’ buying decisions. Approximately 85% of parents read online reviews before making a purchase, valuing genuine feedback from other customers more than traditional advertising. Positive ratings and testimonials help reduce doubts and increase confidence.

Key value drivers for parent shoppers include:

• Genuine trust and brand authenticity
• Commitment to sustainability and ethical practices
• Influence of real customer reviews and social proof

Brands that focus on these areas can connect more deeply with parents and earn their loyalty in today’s market.

When it comes to buying, parents don’t rely solely on logic; they are strongly influenced by emotional triggers. Their decision-making combines practical needs with feelings like safety, love, and reassurance. These emotions lead parents to choose products that offer the best care and protection for their children, as well as the peace of mind and confidence in their choices.

Furthermore, convenience and time sensitivity are critical in today’s busy world. Parents prefer shopping experiences that save time and reduce hassle, such as:

• Fast and reliable delivery options
• Simple, quick checkout processes
• Easy returns and customer support

These factors matter because parents often balance multiple responsibilities, and every minute saved counts.

Another key factor is parenting stages, which greatly impact shopping behavior. For example:

By recognizing where parents are in their journey, brands can offer products that truly fit their current needs, making shopping more personalized and relevant. Understanding these psychological drivers enables brands to connect authentically with parents by meeting both their practical needs and emotional desires.