1. Abstract:

In the dynamic world of motherhood, where caring for your baby meets managing your budget, new mothers are showing their savvy shopping skills. This case study delves deep into the new moms shopping trends in India. It dives deeper into the world of online baby product shopping, uncovering how new mothers save money by using coupons. 

We conducted a survey of 600 moms in India, and the results reveal their shopping habits, coupon use, and impressive savings. With significant savings achieved and product quality assured, new moms demonstrate that, armed with coupons, they can provide the best for their little ones while securing their financial well-being. 

Overall Survey Inferences: Unlocking the Savings Potential

In the heartwarming journey of new motherhood, one often navigates the delicate balance between nurturing their precious bundle of joy and managing the household budget. Our survey, conducted among 600 new mothers, sheds light on an invaluable secret that has transformed their lives: the power of coupons. Here are the key observations distilled from our survey:

  • A resounding majority of new mothers, accounting for 87% of respondents, actively engage in online shopping for baby products.
  • The diverse range of baby products commonly purchased online includes baby clothes, gear, educational toys, healthcare products, diapering essentials, and baby food.
  • A remarkable 63% of mothers reported using coupons for every single online shopping trip, showcasing a high level of consistency in coupon usage.
  • The impact of couponing on savings is substantial, with an average of 20% of their yearly baby product budget saved through coupon usage.

Key Findings And Outcomes:

This case study has unveiled a tapestry of key findings and outcomes, offering a profound understanding of how new mothers navigate the realm of online shopping for baby products using discount coupons.

Here are the pivotal takeaways:

1. Thriving Online Shopping Habits: New mothers have seamlessly integrated online shopping into their daily routines. Baby clothes, healthcare products, and diapering essentials are at the forefront of their purchases, demonstrating their unwavering commitment to their baby’s well-being.

2. Couponing as a Way of Life: Coupon usage has evolved into a way of life for new mothers. An astounding 87% actively seek and utilize discount coupons. For 63% of respondents, couponing is a consistent practice, a testament to their dedication to maximizing savings.

3. Savvy Shopping Practices: New mothers approach couponing with a combination of pragmatism and resourcefulness. They employ a range of tactics, from product research to stacking strategies, to maximize their savings without compromising on quality.

4. Substantial Savings Achieved: The impact of couponing on savings is profound in India. On average, mothers save 20% of their monthly baby product budget through coupons. These savings milestones range from Rs. 1000 to Rs. 15,000 annually, reflecting the tangible financial benefits of coupon mastery.

5. Financial Milestones: Many mothers have achieved significant financial milestones through couponing. Savings between Rs. 2000 and Rs. 10,000 annually have become the norm. These savings not only enhance budget flexibility but also open doors to future financial security.

2. Objectives Of The Case Study:

Here are the main goals for this case study:

  • To analyze the shopping habits of new mothers, with a focus on online purchases and product categories.
  • To understand how new mothers save money when shopping for baby products through the use of discount coupons.
  • To explore how the strategic use of coupons helps new mothers optimize their baby shopping budget.
  • To quantify the actual savings achieved through couponing in the context of baby care essentials
  • To provide valuable insights and recommendations for new mothers to enhance their shopping experiences and financial well-being.

3. Methodology (survey):

In order to delve deep into the world of new mothers and their savvy shopping techniques, we conducted a comprehensive survey. Our mission was clear: to unveil the secrets of how these mothers make every penny count while ensuring their precious little ones have everything they need.

A. Survey Participants:

A diverse group of new mothers, consisting of 600 participants from various regions in India, graciously shared their insights. This dynamic mix ensured a broad spectrum of experiences and perspectives, enriching our understanding of the subject.

B. Key Demographics:

Our survey included mothers from different walks of life, spanning various age groups and regions. From tech-savvy millennials to experienced mothers in their 30s, we left no stone unturned in capturing the essence of modern motherhood. Geographically, our participants hail from urban and rural areas, ensuring a holistic view of shopping practices.

By tapping into this diverse pool of new mothers, we aimed to provide you with a well-rounded and insightful exploration of how they navigate the exciting yet challenging realm of online baby product shopping with the help of discount coupons.

C. Data Collection:

The survey was conducted online, making it accessible to a wide range of participants who were comfortable with digital platforms. The participants were invited through social media channels, parenting forums, and email newsletters dedicated to new mothers. The survey was open for a duration of three weeks to ensure a sufficient number of responses.

D. Survey Questions:

The survey questionnaire included a mix of multiple-choice questions, open-ended questions, and Likert scale statements. The questions covered the following key areas:

1. Online shopping habits and frequency

2. Types of baby products commonly purchased online

3. Awareness and usage of discount coupons

4. Factors influencing coupon selection

5. Satisfaction levels with coupon savings

6. Challenges faced when using coupon

E. Data Analysis:

The collected survey data was meticulously analyzed to extract meaningful insights and trends. Statistical tools and software were used to generate charts, graphs, and summary statistics to support the findings of the case study.

This robust survey methodology allowed us to gather valuable data from a diverse group of new mothers, ensuring the reliability and relevance of the insights presented in this case study.

4. Data Collection and Inferences from the Survey:

We meticulously gathered data from our survey of 600 new mothers, and the insights we uncovered shed light on their online shopping practices, coupon usage, and the resulting savings. Let’s start by examining their online shopping habits:

  1. Online Shopping Habits of New Mothers:

Here is a list of the baby products that people most frequently buy online, according to our respondents. Diapering essentials and baby food appear to be the top choices, reflecting the essential nature of these items in a baby’s life.

  1. The Extent of Coupon Usage:
The extent of coupon usage moms shopping trends
  • Our survey revealed that a staggering 92% of new mothers actively seek out and use discount coupons while shopping for baby products online. This overwhelming majority demonstrates the widespread adoption of couponing as a money-saving strategy in the world of new motherhood.
  • A noteworthy 63.67% of respondents reported using coupons for every single online baby product purchase, indicating a high level of consistency in their coupon usage.
  • About 28.33% of mothers stated that they use coupons occasionally, with factors like product value or availability influencing their decision.

5. Approach To Using Coupons:

New mothers exhibit a pragmatic and resourceful approach when it comes to using coupons in their online shopping endeavors. They’ve mastered the art of couponing, and here’s a glimpse into their approach:

1. Strategic Planning: A significant number of new mothers approach couponing with a well-thought-out strategy. The presence of coupons for specific products and brands strongly shapes their purchasing decisions. When coupons are readily accessible for a particular item, new mothers are more inclined to take advantage of the savings opportunity.

2. Product Prioritization: These mothers prioritize high-value items for coupon usage. Products like baby gear and healthcare essentials are commonly selected for coupon applications, allowing them to make substantial savings on critical purchases.

3. Coupon Stacking: Many new mothers have mastered the art of coupon stacking. They combine multiple coupons, promo codes, and cashback offers to squeeze every possible discount out of their purchases.

4. Timely Utilization: Timing is key. Mothers keep a keen eye on seasonal sales, special promotions, and coupon expiration dates. This ensures that they make their purchases when the savings potential is at its peak.

5. Budget Guardians: Coupons serve as trusted guardians of their monthly budgets. New mothers meticulously plan their shopping trips, armed with coupons, to maximize savings without compromising on quality.

In essence, new mothers approach couponing with a practical mindset, using it as a versatile tool to enhance their budgeting efforts. They are savvy shoppers who understand the importance of both savings and quality in providing for their little ones.

6. Factors Influencing Coupon Usage:

Several factors drive new mothers in their quest for coupon-powered savings. Here are some of the major factors:

1. Budget Consciousness: With the financial responsibilities of parenthood, these mothers are hyper-aware of their budgets. Coupons provide an effective means to stretch their funds further.

2. Ease of Access: The convenience of finding coupons online has led to their increased usage. Coupon websites and mobile apps make it effortless for mothers to locate and apply discounts.

3. Timing and Seasonal Sales: Timing is a critical factor. New mothers keep a watchful eye on seasonal sales, clearance events, and special promotions. They strategically time their coupon usage to align with these peak savings periods.

4. Brand Loyalty vs. Coupon Opportunities: While brand loyalty is important for some mothers, it often takes a back seat when compelling coupon opportunities arise. If a trusted brand offers a coupon, it’s a win-win situation. However, many are open to trying new brands if the savings are significant.

5. Peer Recommendations: Recommendations from fellow mothers in online communities and social networks carry substantial weight. When mothers share positive experiences with a product and highlight coupon availability, it greatly influences coupon usage decisions.

Understanding these influential factors in coupon usage provides valuable insights into the decision-making processes of new mothers. It’s evident that their approach to couponing is both pragmatic and flexible, enabling them to secure the best deals while prioritizing the health and happiness of their little ones.

7. Benefits of Couponing:

For new mothers, the decision to embrace coupons in their online baby product shopping journey brings forth a multitude of advantages. These benefits not only simplify their lives but also ensure that they can provide the very best for their little ones without breaking the bank.

1. Convenience at Your Fingertips:

Couponing offers unmatched convenience. With a simple click or tap, new mothers can access a treasure trove of discounts, all from the comfort of their homes. No more clipping physical coupons or scouring newspapers; it’s all at their fingertips.

2. Savings That Add Up:

The most obvious benefit is the cost savings. Coupons, when strategically used, translate into tangible monetary benefits. For new mothers, this means more funds are available to invest in their baby’s well-being or even set aside for the future.

3. Access to Premium Products:

Coupons open doors to premium quality baby products that might have otherwise been beyond budget. New mothers can confidently opt for top-tier items, knowing that coupons have made them affordable.

4. Stress Reduction:

Parenting comes with its fair share of worries. But with couponing, financial stress is significantly reduced. New mothers can shop without constantly calculating every expense, knowing that coupons are there to cushion their budget.

5. Experimentation and Discovery:

Coupons encourage exploration. New mothers may discover new brands and products they might not have tried otherwise. The potential for delightful discoveries adds a sense of excitement to their shopping experience.

6. Efficient Planning:

Coupons promote efficient planning. Mothers can organize their shopping lists based on available discounts, ensuring that they make the most of each coupon. This methodical approach enhances their budget management skills.

7. Proud Savvy Shoppers:

Couponing transforms new mothers into savvy shoppers who are proud of their money-saving achievements. They become resourceful and skilled at finding the best deals, adding a sense of accomplishment to their parenting journey.

In essence, couponing empowers new mothers with the ability to provide the best for their babies without sacrificing their financial stability. The convenience, substantial savings, and access to high-quality products are the pillars upon which their confident and budget-savvy shopping decisions are built.

8. Challenges in Couponing for New Mothers

Couponing offers new mothers the promise of savings on baby products, but it’s not without its hurdles. In this section, we’ll explore the common challenges they encounter while using coupons for online baby product shopping. These challenges, though formidable, reveal their resilience and commitment to smart and budget-conscious parenting.

1. Coupon Availability:

One of the common challenges is the availability of coupons for specific baby products. New mothers may struggle to find coupons for the exact items they need, especially if they are niche or less commonly purchased products.

2. Expiration Dates:

Coupons come with expiration dates, and tracking these dates can be a challenge. Mothers might find a great coupon only to realize it has expired when they try to use it.

3. Limited Usage:

Some coupons have restrictions on their usage, such as one-time use per customer or a minimum purchase requirement. This limitation can be frustrating for mothers looking to maximize savings.

4. Complex Coupon Policies:

Online stores often have complex coupon policies, which can be confusing for new mothers. Understanding the fine print, including exclusions and restrictions, can be challenging.

5. Coupon Stacking Rules:

While stacking multiple coupons can lead to significant savings, deciphering the stacking rules can be daunting. New mothers may struggle to determine which coupons can be combined and which cannot.

6. Finding Legitimate Coupons:

Scams and fake coupons are a real concern. New mothers must be cautious and verify the authenticity of coupons to avoid falling victim to fraudulent schemes.

7. Time-Consuming Search:

Searching for coupons can be time-consuming. Scouring various websites and coupon apps for the best deals can be overwhelming, especially for working women and mothers with limited free time.

8. Coupon Clipping and Organization:

Managing physical coupons or digital coupons across multiple platforms can be challenging. Keeping them organized and easily accessible is crucial for effective coupon usage.

9. Checkout Process:

Applying coupons during the checkout process can sometimes be confusing, leading to missed opportunities for savings. Mothers may need to navigate through several screens to input coupon codes.

10. Missed Savings:

In some cases, mothers may forget to use their coupons altogether, missing out on potential savings. The busyness of parenting can sometimes result in overlooked discounts.

These challenges, while significant, can be overcome with a combination of patience, organization, and familiarity with online couponing practices. New mothers can develop strategies to navigate these obstacles and make the most of the savings opportunities available to them.

9. How to Overcome These Challenges:

Couponing is indeed a powerful tool for new mothers, but it can come with its own set of challenges. The good news is that with a dash of strategy and a sprinkle of savvy, these challenges can be effortlessly overcome. Here are some practical solutions and tips to navigate the world of couponing like a pro:

1. Time It Right for Maximum Savings:

Keep an eye on coupon expiration dates and plan your shopping accordingly. Combine coupons with store sales and promotions for maximum savings.

2. Subscribe to newsletters of coupon websites:

Subscribe to newsletters from baby product brands and coupon websites. They often send exclusive offers and discounts directly to your inbox or mobile device.

3. Stack coupons strategically:

Learn the art of stacking coupons. Combine manufacturer coupons with store discounts and cashback offers to maximize your savings on baby products.

4. Diversify Your Coupon Sources:

Don’t rely on just one source for coupons. Explore multiple platforms, including manufacturer websites, store apps, and coupon websites, to discover a variety of discounts.

5. Prioritize baby essentials:

Focus your couponing efforts on essential items like baby food, diapers, and healthcare products. These items often offer the most significant potential for savings.

6. Be open to trying new brands:  

Be open to experimenting with new brands, especially if they offer coupons or discounts. You might discover equally excellent products at a lower cost.

By incorporating these tips and strategies into your couponing routine, you’ll find that the challenges of coupon usage become mere stepping stones to significant savings. Embrace the thrill of the hunt and the satisfaction of securing the best deals for your baby while keeping your budget intact.

10. Total Savings Observed After Using Coupons:

Actual Savings Achieved Through Couponing: 

actual savings achieved through couponing

  • New mothers are no strangers to making their budgets stretch. Notably, a significant 49% of mothers reported annual savings ranging from Rs. 5000 to 10,000. This group forms the bulk of thrifty shoppers, demonstrating their dedication to extracting every ounce of value from their couponing efforts.
  • Another substantial portion, 31%, enjoyed even higher savings, ranging from Rs. 2000 to 5000 per year. Their commitment to savvy shopping paid off handsomely.
  • A smaller yet significant 12% achieved annual savings between Rs. 1000 to 2000, proving that even modest couponing efforts can yield noticeable results.
  • Lastly, 8% of mothers managed to amass impressive annual savings in the range of Rs. 10,000 to 15,000. Their adept couponing skills propelled them into the upper echelons of savings mastery, proving that with dedication and strategic coupon usage, the sky’s the limit.

11. Savings Milestones:

  • For many mothers, reaching a milestone of Rs. 2000 to Rs. 5000 in annual savings signifies a significant financial achievement. This extra budget flexibility allows for additional investments in their baby’s well-being or future savings.
  • Those in the Rs. 5000 to Rs. 10,000 range have reached a notable milestone. This level of savings can open doors to even more possibilities, whether it’s setting aside funds for education, travel, or securing a nest egg for the family’s future.
  • Mothers who have consistently saved Rs. 10,000 to Rs. 15,000 annually have not only mastered the art of couponing but have also transformed it into a powerful financial tool. This level of savings can lead to substantial financial security and peace of mind.

In conclusion, this case study illuminates the resourcefulness, dedication, and financial wisdom of new mothers. Their savvy shopping practices, driven by a commitment to providing the best for their babies while safeguarding their financial well-being, serve as an inspiring example for all. Couponing has emerged as a potent tool in their journey, offering convenience, cost savings, and access to quality baby products. As they continue to thrive in this ever-evolving landscape, new mothers are mastering the art of saving and creating brighter futures for their families while nurturing the next generation.

12. Impact on Shopping Behavior:

The influence of coupons on the shopping behavior of new mothers is undeniable. It’s like a gentle yet powerful nudge that shapes their decisions and enhances their overall shopping experience.

1. Purchase Frequency:

Coupons encourage more strategic shopping. New mothers find themselves planning their purchases more carefully, aligning them with coupon availability and discounts. This often results in more frequent but smaller shopping trips, ensuring they maximize their coupon usage.

2. Product Choices:

The introduction of coupons has broadened the horizons of product choices for new mothers. Given the availability of discounts, they are more willing to try new brands and products. This shift in mindset allows them to discover hidden gems in the world of baby products.

3. Brand Exploration:

Loyalty to specific brands may take a back seat when coupons enter the scene. New mothers are more willing to try different brands, knowing that coupons can make these new choices not only cost-effective but also beneficial for their baby’s well-being.

4. Timing Matters:

The timing of shopping trips becomes crucial. New mothers meticulously plan their purchases around coupon expiration dates and sales events. This strategic approach ensures they never miss out on potential savings.

5. Bulk Buying with Confidence:

Coupons instill confidence in bulk buying. New mothers no longer hesitate to stock up on essentials when they find valuable coupons. This not only saves money in the long run but also provides a sense of security.

6. A Calculated Approach:

Every shopping decision becomes more calculated. New mothers weigh the pros and cons of each purchase, not just in terms of product quality but also in terms of potential savings. This careful consideration enhances their shopping efficiency.

In essence, the influence of coupons on shopping behavior is transformative. New mothers become more agile and strategic shoppers, exploring new products and optimizing their budgets without compromising on their baby’s needs. The couponing journey enhances their shopping experience, making it not just about buying but about smart choices and significant savings.

13. Lessons Learned:

Our journey through the world of couponing for new mothers has unveiled a treasure trove of insights and lessons that resonate with every parent looking to provide the best for their little ones while managing their budgets effectively. Here are the key takeaways:

1. Coupons are Empowering: Coupons are more than just pieces of paper or digital codes; they empower new mothers to make informed and savvy choices in their baby product shopping.

2. Strategic Shopping Prevails: Couponing transforms shopping into a strategic endeavor. New mothers plan their purchases, compare products, and time their shopping trips for maximum savings.

3. Brand Flexibility is Valuable: While brand loyalty is important, the flexibility to explore new brands can lead to significant savings without compromising on quality or safety.

4. Milestones Mark Success: Achieving savings milestones, regardless of the amount, represents a significant accomplishment for new mothers. Each milestone signifies financial progress and security.

5. Efficient Budget Management: Couponing enhances budget management skills. New mothers become efficient planners, ensuring that every purchase aligns with their financial goals.

In the end, the lessons learned underscore the resilience, resourcefulness, and dedication of new mothers in their quest to provide the best for their babies while securing their financial well-being. Couponing becomes more than a strategy; it’s a lifestyle that ensures that every penny counts in the journey of parenthood.

14. Future Implications:

The findings from our case study shed light on not only the current practices of new mothers in saving money through couponing but also hint at the future implications and trends that may shape this ever-evolving landscape.

1. Technology Integration: The digital era has revolutionized couponing, and this trend is poised to continue. New mothers will likely see more personalized coupon offers delivered through mobile apps and AI-driven recommendations, making the process even more convenient and tailored to their needs.

2. Subscription Models: Subscription services for baby products are on the rise. We anticipate that new mothers will increasingly seek out coupons and discounts for these subscription services, providing them with consistent savings on essential items.

3. Health and Wellness Coupons: With a growing focus on health and wellness, we anticipate an increase in coupons for organic baby food, natural skincare products, and eco-friendly diapers. New mothers are likely to prioritize these products for their babies.

4. Community-Driven Couponing: Couponing communities will continue to thrive. New mothers will share insights, coupon finds, and money-saving strategies through social media platforms, making collective savings a shared experience.

5. Financial Empowerment: Couponing empowers new mothers to take control of their finances. In the future, we expect more financial education initiatives focused on budget management and couponing to ensure that mothers maximize their savings potential.

As the couponing landscape evolves, one thing remains certain: new mothers’ commitment to providing the best for their babies while managing their budgets effectively will continue to drive these trends. Couponing is not just a money-saving tool; it’s a symbol of resourcefulness and dedication, ensuring that every child receives the care and nurturing they deserve while securing their families’ financial well-being.

Survey Approach:

CouponMoto, a trusted name in online shopping savings, conducted an extensive survey to gather valuable insights. Through Google Forms, we reached out to a diverse group of 700 women, ensuring a wide-ranging perspective on the experiences and practices of new mothers in online baby product shopping. 

The survey, conducted with care and precision, forms the foundation of this case study, reflecting CouponMoto’s commitment to providing authentic and informative content to its readers. The survey was completed by 600 mothers out of 700, who answered ‘Yes’ to the question, “Do you shop for baby products online?”


Written by

Sanket Gharat

Meet Mr. Sanket Gharat, Founder | CouponMoto
Digital Content Creator, Online Shopping Research Expert

Hey there, I'm Sanket Gharat, the brain behind CouponMoto, where the you get benefits for online shopping. I've always been the type to unravel mysteries, and when it comes to decoding the world of e-commerce trends, I'm your go-to person.

My journey kicked off with a strong background in behaviour analysis of online shoppers, giving me the tools to dive deep into the intricacies of online shopping. CouponMoto was born from my insatiable curiosity and my desire to simplify the world of digital deals while uncovering hidden insights through research and analysis.

Drowning in data is my thing. I've mastered the art of sifting through mountains of information to whip up research reports that aren't just data – they're insights you can actually use. Whether it's spotting the next big trend or understanding what's ticking in the consumer's mind, I'm your trusted source for actionable insights that businesses can bank on.

These ventures aren't just milestones; they're proof that businesses can make smarter decisions and consumers can shop savvier with the right information at hand.

But I'm more than just a data geek. I'm all about building bridges and sparking discussions. At CouponMoto, I've fostered a community of folks who share my passion for everything digital shopping-related. It's not just about insights; it's about sharing knowledge, collaborating, and sparking innovation.

My eyes are fixed firmly on the future, and I'm not stopping anytime soon. The digital shopping world is my playground, and my goal is to reshape the way we all think about online commerce. In a world that's all about digital transactions and data-driven decisions, I'm here to guide you through the noise and help businesses thrive in the digital marketplace.

So, whether you're a business aiming to stay ahead in the game or a savvy shopper looking to make informed choices, join me on this journey. Let's navigate the digital landscape together.