Different generations of moms share shopping habits

Bonita Springs, Fla.— A group of mothers from three generations shared their buying habits with retailers and manufacturers at the fifth annual Kids Today conference held in June here.

Author and entrepreneur Maria Bailey, who was the keynote speaker at the conference, served as moderator for the panel, which included moms from the Gen Y, Gen X and Baby Boomer demographics. In her address earlier, Bailey explained the importance of marketing to mothers of different ages. And although the women had varying purchasing styles, they also shared many similarities.

Baby Boomer Maria Bahruth, who has a 2½-year-old son, said that many of her friends who already had children were helpful in telling her what she needed to buy and what she could do without. Bahruth registered for bedding at the Baby Depot at Burlington Coat Factory, and decided to buy her nursery furniture at a consignment store. Bahruth said she visited a local independent specialty shop, but found the prices too high for her budget. "It was way out of my league," she said. "Babytown is a beautiful store, but very expensive."

Bahruth said she decided to buy from the consignment store because of both the price and the fact that she didn't think she would need baby furniture for too long.

Tracy Snyder, a Gen Y mom, also has a 2-year-old. She used "hand-me-down" furniture in the nursery and registered for her baby bedding at Target, where she did a lot of her buying. "I went to boutiques to get ideas, then went to Target and Kmart," she said.

Snyder said she would buy from specialty stores if she found something she thought was unique. For example, she said she shops at Pottery Barn because she likes the embroidery the store does.

Although the panelists said they often shopped discount stores, they also said they would spend more if they felt it was warranted. Ximena Hurtado, a Gen X mom with two children, said she paid $300 for a stroller because she liked the features. Junia Etienne, a Gen Y mom, said she paid about $200 for a hard-to-find toy that retails normally for about $50. She said she bought the toy not only because her son wanted it, but because of the educational value.

The moms also stressed the importance of furniture that can grow with their children. Bahruth, a Boomer mom, said she was in the process of looking for a bed that will last her toddler through high school. Gen Xer Joyce Cherry said she was about to start redecorating her 6-year-old daughter's room, and she's looking for something that will last about six years or so.

"I really like Hello Kitty, but that won't age well," Cherry said.

A group of area moms from Gen Y, Gen X and Baby Boomer generations shared their buying habits with audience members.