Do shopping habits vary by age? TikTok moms (ages 25-34) aren’t just relatable moms doing the latest TikTok dance – they’re also the ultimate nighttime multitaskers, according to a new survey conducted by online retailer Zulily. In fact, 63 percent of TikTok moms say that they watch a movie/TV show, shop online, or even check work emails while feeding or pumping.

Zulily is welcoming spring and new babies by releasing a specially curated collection of both newborn gear must-haves and classics. Building upon the success of its biannual signature Welcome Baby sales it will bring back The Late Night Shop for Mom featuring extra special deals from Baby Delight and KicKee Pants. Sleepless moms will be surprised during restless nights with free shipping on orders over $35, placed between 2 a.m. to 4 a.m. ET  starting on Apr. 7 through Apr. 12. 

A new survey by Zulily explored what moms are shopping for and hoping to discover late at night. The new research reveals a shift in shopping habits of mothers across three distinct generational segments: TikTok Moms (ages 25-34), Facebook Moms (ages 35-44) and Mixtape Moms (age 45-54). What unites the generations? Most moms wake up at least once during the night and they share a love of great deals. 

  • Gen Y(awn): Although 7 in 10 of all moms surveyed reported waking up at least once each night, Facebook Moms reported the highest rate of restlessness at 72 percent.
  • Convenience over cost: 38 percent of TikTok Moms were more likely to invest in a big-ticket item such as deluxe strollers or a hands-free breast pump to lighten their parenting load.
  • Look ma, no hands: TikTok Moms were almost three times as likely to have chosen a hands-free breast pump if they could go back in time.
  • The unifier: 81 percent of all moms from 25 to 54 reported humor helps them navigate motherhood’s challenges.

“At Zulily, we have more than a decade of experience serving moms through ecommerce, and we’ve found that even small differences, like a few years in age, can greatly influence purchasing behavior,” said Susan Van Arsdale, senior business development manager at Zulily. “We work with more than 15,000 brands to reach moms through a personalized shopping experience. And, we stay relevant by engaging her with content, helping her answer questions like, ‘How do I get my baby to sleep through the night?’ We are here to help moms through an exciting time in their lives.”

Check out Zulily’s offerings for maternity, newborn girls, newborn boys and baby gear and nursery and find out what kind of mom-generational shopper you are on the Zulily blog, The Find.