A mother’s guilt knows no ceiling – and goes into all territories. A recent survey conducted by Kelton Research shows that brand name baby products are a significant source of guilt for new mothers. Wanting the best for your child is part of being a parent, and logically, the brand name trumps the unknown. For many items, baby products or not, brands just have better advertising behind them, however, and have few, if any, assets over store brands.
The Kelton Research survey comes to the conclusion that mothers frequently make such higher-priced purchases based on guilt, instead of considering all possible benefits. More specifically:
• 58 percent think regularly about the baby products to buy their child.
• 37 percent feel guilt about not being able to afford the name brand baby product.
• 59 percent are stressed about their general finances.
• 53 think about budgets for baby products each day.
• 75 percent have reduced spending on themselves
Advertisements may partially be to blame. Mothers, as the survey explains, are more attuned to parenting- and baby-focused advertisements, and the wording and emotional appealing often induce guilt. About the correlation, Sandra Gordon, national baby products expert and author of Consumer Reports Best Baby Products, 10th edition, mentioned:
“This study sheds light on what moms are going through from both an emotional and economic standpoint. Moms are so intent on absorbing as much baby-related information as possible, and making the right purchasing decisions, that it can be easy to overlook inexpensive options that are just as safe and effective for their baby.”
Mothers, as a result of going for the brand names, end up spending too much. In this economy, secondhand baby products are an alternative. Although not all items should be purchased secondhand, toys and clothing, which a baby goes through extremely quickly, are some of those that can be.
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