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Web sites, friends big influence on new moms

Panel of moms speaks at Kids Today Conference

-- Kids Today, 7/24/2007 12:42:00 PM

By Tanya K. Merritte

An Internet presence is vital if juvenile retailers and manufacturers want to reach new parents, a panel told attendees at the Kids Today conference in June, held in Bonita Springs, Fla.

The panel of five mothers, all from the Fort Myers area, said the Internet proved to be a very valuable source to them when shopping for their children.

Allison McCarraher, the mother of an 11-month-old boy, said she found one site particularly helpful, Baby Bungalow. “They have everything online,” she said. “Every mother I know shops the Internet. Every one.”

Jodi Davis, who has two toddler-age girls, said she bought her nursery furniture in a local store in New Jersey, where she was living at the time. But times have now changed. “I do almost all of my shopping online,” she said. “If I pay no sales tax and get free shipping, why leave the house?”

In addition to the convenience, necessity dictates why many of the women have turned to the computer. “This area is just empty for mid- to high-end baby furniture,” said Anna Millar, mom to a 14-month-old son. “We have Babies “R” Us. We have Target. I didn’t like any of that (for furniture).”

Two of the moms who worked for furniture retailers ordered their cribs and other pieces through their company. As for most of their shopping and for registering, all turned to other sources. For example, all the moms either purchased or registered for their strollers at Babies “R” Us. Ryan Vulcan, the mother of a 4-month-girl, said she was enticed to visit the store after receiving coupons and fliers in the mail.

All the moms said there buying decisions were heavily influenced by other mothers, whether in person or via reviews on the Internet. Millar said she bought her crib after seeing positive feedback on a Web site. And in another example that showcases the power of Internet networking, McCarraher explained that after one member of her parenting message board bought and raved about BabyLegs leg warmers, several other mothers also purchased them.

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