SOURCE BSM Media, Inc.

BSM Media Survey Reveals How Moms Are Changing Holiday Shopping and What Retailers Must Do to Adapt to Capture their Sales.

POMPANO BEACH, Fla., July 22, 2025 /PRNewswire/ -- While most Americans are still enjoying summer barbecues and beach vacations, U.S. moms are already preparing for the 2025 holiday season. A recent national survey conducted by BSM Media, the leading authority on marketing to moms, reveals that concerns over tariffs and economic instability are significantly altering how and when moms plan to shop this year.

In a poll of 500 mothers across the country, over 70% expressed concern about the impact of tariffs on their household budgets, with particular anxiety surrounding rising prices in categories like toys, apparel, and household essentials. These fears are prompting moms to act early and shop smarter, resulting in a dramatic shift in shopping timelines and behaviors.

"We're seeing a clear 'Christmas in July' trend," said Maria Bailey, CEO of BSM Media and author of Marketing to Moms. "Moms are accelerating their holiday planning, stocking up on deals now, and looking for ways to avoid the financial pinch later."  Moms spend $4.3 trillion dollars a year in the U.S. economy making them one of the most important consumer groups according to Bailey.

Key Insights from the Survey:

  • 65% of moms say they are starting their holiday shopping earlier than in previous years, with many beginning as early as July and August.
  • 81% are concerned that tariffs will make toys more expensive, with over half stating they will modify their purchasing behavior as a result.
  • Top Mom shopping strategies include buying early, seeking online coupons, price comparison shopping, and looking for Made in America products.
  • 73% are actively researching hot toys and gift items now, with social media, influencer recommendations, and hashtag searches playing a key role in discovery.
  • Nearly 1 in 3 moms have already made purchases from TikTok Shop or Instagram links in the past 60 days, showing the growing importance of social commerce in their path to purchase.

Economic Pressure is Shaping Holiday Sentiment

When asked about their overall holiday budgets, 46% of moms said they plan to spend less than they did in 2024, citing inflation and economic uncertainty as primary concerns. Additionally, 82% are more likely to buy fewer, more meaningful gifts this year, focusing on experiences, educational toys, and practical items.

What This Means for Brands and Retailers:

For marketers looking to reach moms this holiday season, the window of influence is opening earlier than ever. Retailers and brands must prioritize advertising campaigns that:

  • Highlight early-bird deals and value messaging
  • Showcase U.S.-made products to appeal to tariff-conscious consumers
  • Utilize social commerce and influencer content to capture mom attention and drive action
  • Offer flexible payment plans, price locks, or shopping incentives for early purchase

"Holiday success will go to the brands who start now," added Bailey. "With moms actively adjusting their shopping timelines and expectations, waiting until November is no longer an option."

About BSM Media:
BSM Media is the leading marketing to moms agency dedicated to connecting brands with mom consumers and operates the largest network of Mom Influencers in America. With more than two decades of expertise and a proprietary network of mom influencers and creators, BSM Media delivers results-driven influencer campaigns, content strategies, and grassroots programs for global brands.

To learn more or to access the full survey report, visit www.BSMMedia.com. For more information, contact [email protected] or [email protected]

Contact: Laura Motsett,
(954) 261-2145
[email protected]

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