If you catch me on my phone, I’m not doomscrolling. Chances are, I’m restocking. One open tab has a deal on diapers (15% off with a code, bless), and another is price-matching vitamins between different sites. The shared family grocery list is open and color-coded by what’s urgent and what can wait. My order history reveals I’m deep in summer vacation prep: snacks and beach toys from Costco, baby sunscreen from Amazon and new books from Target for a long-haul flight.
I’m not alone in the hamster wheel of managing family purchases: More than three-quarters of moms said they’re the primary decision-maker on family purchases, according to a What to Expect survey of 1,881 women who were either pregnant or had a child 0 to 8 years old.
With inflation rising and new tariffs looming, that mental load of shopping will get even heavier. Infant furniture, clothing, toys and safety gear (think car seats and strollers) sold in the U.S. now faces high tariffs, adding to the financial pressure for families with older kids. No wonder one woman said in our survey, “If it’s not on sale, has a coupon code or offers free shipping, I’m not likely to buy it.”
Household shopping is a “treadmill task” because it’s never complete, says psychologist Morgan Cutlip, Ph.D. “You never get that relief of being done,” she explains. And that’s one reason she’s seeing “a massive amount of moms who say they feel really burned out.”
The vast majority of moms (77%) say they are the primary decision-makers for family purchases, and more than half (55%) say managing finances falls on their shoulders.
The stakes are high for moms, who face rising pressure while shopping for their families. Moms cite high product costs and too many options as top stressors.
- Every purchase comes with an emotional trade-off. Almost half of the moms surveyed (43%) say they want to choose products that make them feel like they’re doing the best for their child. And more than half (52%) didn’t buy a product because of poor online reviews.
Mom, meet your new title: Family CFO
Many women quietly manage the family finances, from tracking purchases to comparing prices and keeping a balanced budget. What to Expect’s survey found that 77% of moms say they’re the primary decision-makers for family purchases, and 55% say managing finances mostly falls on them.
Many moms don’t just assume this role — they lean into it, Cutlip says, which makes it hard to delegate. “We like to do the research,” she says. “And shopping is one of the ways we express care for our families.”
Even in households with supportive partners, financial decisions often fall to women. It’s not just tradition, it’s how the entire consumer world is built, says Cutlip, who notes that a lot of advertising is targeted either directly or indirectly at moms.
Shopping is a daily strategy, and the stakes can be high
In today’s tumultuous economic climate, money is squeezed tighter than ever. Shouldering the family’s finances takes an emotional toll on moms, survey respondents say. And going over budget can be catastrophic for some families. “I wish prices would go back down,” one mom said in the survey. “It's hard enough to pay bills without having to stress [about] the prices of everything else going up.”
Some moms have been going to extreme lengths to stick to their budget. Case in point: when new tariffs were announced, my husband and I dropped everything to research car seats. Our daughter technically still fits in hers, but we knew we’d need a travel-friendly upgrade soon, and the one we wanted is made in Germany. Cue the frantic Googling. We spent hours cross-checking prices across sites to outpace potential price hikes. It ate up an entire evening (sorry, meal prep), but the time tradeoff sometimes feels worth it for big-ticket items. Saving $100 now can feel like winning the parenting lottery.
The pressure to comb through so many product options is overwhelming, and price is the top factor moms consider when choosing a brand, according to the survey.
Moms face trade-offs with every purchase
Each shopping decision comes with a running checklist: Will the cheaper stroller break? Will that no-name baby soap cause a rash?
“I care about quality, ease of use and adaptability,” says a mom in the survey. “But I also have a tight budget.” Another mentions she struggles with “having to choose between so many options, and price differences,” and wants to know whether pricier products are really worth it.
Our survey shows just how much moms are researching and weighing with every purchase they make: More than half of moms (57%) say “proven safe” is a top priority when buying for their kids, and 52% say they’ve walked away from a product because of poor online reviews. A quarter of moms told us they’ve skipped a purchase entirely because the product lacked enough photos or details that could address any safety factors or concerns. And for 43% of moms, the emotional stakes are clear: They want to choose products that make them feel like they’re doing the best they can for their family.
All that pressure to make the “right” call adds up. “We are existing in a time of information overload,” Cutlip says. “You almost become paralyzed by all of the possibilities. … It can feel like we must go down this rabbit hole of opinions, expertise and research.”
If you find yourself in this situation, she suggests setting a five-minute timer when researching an item and then making a decision. “We have to dial down the standard,” she says. “The first attempt just needs to be good enough, and then we can fine-tune from there.”
Another trick she likes: Creating a money mantra. She reminds parents to tell themselves, “We’ve done parenting with less, and I’m giving my child everything they need.”
Make every dollar (and minute) count
Shopping for your family is a tough job — but these strategies might help you stretch your funds and reclaim your time:
Tap your mom-friends for recommendations. Before you go down the internet research rabbit hole, ask a trusted friend for their holy grail favorites. “I usually shop for things if it is recommended to me by someone I know,” one mom told us in the survey. Another says she won’t switch brands that she likes without a good reason. “The only time this changes is if someone I know IRL tells me how amazing it is, or I am given a sample.” Whether it’s a stroller that folds one-handed or the stain remover that works, your WTE community is full of battle-tested favorites.
Set a budget, and stick to it together. Talk with your partner about how much you want to spend on upcoming birthdays, holidays and “just because” gifts. One survey respondent says she sets a firm limit on on spending. “That way I don’t use all my money in the store,” she says.
Delegate tasks to your partner. If you have a significant other or partner, ask them to manage part of the shopping independently, whether it's one-off errands or recurring orders. If you’re not solely responsible for managing every family purchase, it will lessen your mental load and give you the space to figure out how to streamline the decisions still on your plate.
Let your browser do the bargain hunting. Free browser extensions like Honey can help you automatically compare prices and apply promo codes at checkout.
Subscribe and save on essentials. For items you buy regularly (wipes, formula, toilet paper), sign up for auto-delivery from retailers like Amazon, which offers discounts on repeat orders. “That’s when technology and all our options out there can actually be helpful,” Cutlip says.
Figure out when your favorite stores drop deals. “Watch more sales before buying,” one mom suggests in the survey. Retailers follow patterns. For example, Target regularly runs gift card promos on diapers and formula. Mark your calendar (or set alerts) so you can stock up. “Coupons and loyalty discount programs definitely help,” another mom from our survey added.
Shop sales with the future in mind. Snag gifts, school supplies or next-size-up essentials. It’s one less errand (and expense) later.
Make the most of retailer perks. Brands like Target have gift card deals, loyalty programs and price-match policies. A quick scan of the weekly ad or app can go a long way.
Stick with brands that make returns easy. Cutlip suggests buying from companies with flexible return policies, especially when trying something new.
Methodology
What to Expect surveyed 1,881 women in January through February 2025 for its How Mom Shops Today Study. Respondents were U.S. women, age 18-54 who were either pregnant or have a child 0 to 8 years old.
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