Online retailer recognizes the unique challenges of motherhood, particularly for single parents, including increased time, financial and societal pressures
SEATTLE, March 21, 2023 /PRNewswire-HISPANIC PR WIRE/ — More than half of women report buying themselves a gift for Mother’s Day, and this percentage is likely even greater for single-parent households.1 Today, on National Single Parent Day, online retailer Zulily® announced they are surprising 1,000 moms, including 500 single moms, with a Mother’s Day gift this year. The gift is in collaboration with actress and mom of two Busy Philipps (“Freaks and Geeks,” “Busy Tonight,” and “Girls5eva”), who co-parents her children.
There are 85 million moms in the U.S. who are under a lot of pressure. Their to-do lists are endless, they’re required to maximize budgets amidst record-high inflation, and they’re navigating a general increase in societal pressures. The invisible load, defined as the behind-the-scenes work that goes into being a mom, is real – especially for the estimated 7.8 million mother-only households in the U.S.2 who carry the weight of the family, solo.
Earlier this month, Zulily launched For All Moms (FAM) Gifting Advisor – a first-of-its-kind text service designed to help shoppers find the perfect gift for everyone who wears the ‘mom’ mantle in today’s modern family structure: partners, grandparents, siblings, friends, and beyond. Recognizing most moms buy their own Mother’s Day gift, Zulily is treating 1,000 moms that said they were shopping for themselves this Mother’s Day when they signed up for Zulily’s FAM Gifting Advisor.
To provide an opportunity for these moms to do some fun shopping for something they love from their favorite brands, and treat themselves, 500 single moms will receive a $100 Zulily gift card, and 500 non-single moms will receive a $50 Zulily gift card in the coming weeks – a gift totaling $75,000 to the mom community.
The Unique Pressures on Single Mothers
While all parents face economic and time pressures, single mothers are uniquely challenged as they are often the sole breadwinners and wear all the “hats” needed to run a household and parent. Without the ability to divide and conquer easily, single mothers face even more pressure and mom guilt.
Single moms are also hit hardest when it comes to financial pressures. According to Zulily’s recently published The State of Motherhood Report, 37% of single moms have reduced their discretionary spend by greater than 50% and worry about common financial stressors, including paying bills (39%), inflation and rising costs of goods and services (27%), saving for the future (19%), balancing necessities with discretionary spending (9%) and job security (5%).
Now more than ever, there is a requirement to maximize budgets as the majority (92%) of moms say that inflation has impacted their household spending, with financial tradeoffs and essentials being most impacted.
Zulily’s report found that – on top of the financial pressures and wearing many hats – single mothers reported feeling significant time pressures to get everything checked off their to-do lists (28%) and spend time with their children (21%), while managing mom guilt.
“We first partnered with Busy Philipps to alleviate some stressors in shopping for Mother’s Day. But we wanted to do more and ensure all those who mother are treated to something special, especially single moms who often get overlooked this time of year,” said Denise Jaeschke, Chief Marketing Officer at Zulily. “The mom mantle has broadened as the role of motherhood has evolved. Part of this shift comes from the increase in non-traditional family structures and customized parenting approaches, such as single or co-parenting. Zulily and Busy appreciate the importance of making sure all moms are recognized and celebrated all year long, but especially on Mother’s Day.”
Fun is part of the deal at Zulily, which is why the company launched For All Moms (FAM) Gifting Advisor, inviting shoppers to find fool-proof gifts for all the moms in their lives through a fun, personalized and mobile-friendly experience. Those shopping for Mother’s Day gifts can visit here to sign-up for SMS texts and receive a curated gift list to make it easier to shop or find something special for themselves and others – all at an incredible deal.
Zulily’s FAM Gifting Advisor is now live through April 18.
Findings are based on a Pollfish survey of over 1,200 U.S. based parents above the ages of 25, with children in the household. The survey was fielded in January 2023.
Zulily is an online superstore committed to delivering a fun shopping experience for moms everywhere, without breaking the bank. Through exclusive daily deals, brand names and on-trend styles, and everyday value on a wide selection of daily essentials across clothing, footwear, homewares and more, Zulily helps moms discover great deals, create special moments for the family, and find the perfect unique items, guilt-free. At Zulily, shopping is a little different, a little better, and a lot more fun.
Zulily is headquartered in Seattle, Washington, with locations in Nevada, Ohio, and China. With expertise in technology, merchandising, creative production, logistics, marketing, customer service, and more, Zulily team members work together to deliver a different kind of shopping experience for moms – one that’s built on fun, discovery, and whimsy. For more information visit, www.zulily.com or The Find by Zulily, or follow @Zulily on Facebook, Instagram, Pinterest or Twitter. For vendors interested in selling on Zulily, visit www.sell.zulily.com.
Zulily, LLC is a wholly owned subsidiary of Qurate Retail, Inc. (NASDAQ: QRTEA, QRTEB, QRTEP), a Fortune 500 company that includes the Qurate Retail GroupSM portfolio of brands as well as other minority interests and green energy investments. Qurate Retail Group comprises seven leading retail brands – QVC®, HSN®, Zulily, Ballard Designs®, Frontgate®, Garnet Hill® and Grandin Road® – all dedicated to providing a more human way to shop. Qurate Retail Group is the largest player in video commerce (“vCommerce”), which includes video-driven shopping across linear TV, ecommerce sites, digital streaming and social platforms. For more information, visit qurateretailgroup.com, or follow @QurateRetailGrp on Facebook, Instagram or Twitter, or follow Qurate Retail Group on YouTube or LinkedIn.
1 Source: OnePoll for Mejuri, “More than 60% of American women have bought their own gifts for themselves” (2021)
2 Source: U.S. Census Bureau, “National Single Parent Day” (2022).
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