Moms are up at night: this is a cultural constant that’s true more so today, but started well before the pandemic. Breast-feeding, tending to sick kids, planning for her family, worrying…and maybe, if she’s lucky, discovering a bit of quiet me-time.
For moms, it’s not about the “Sunday Scaries,” it’s about “Weeklong Worries.” A new survey by online retailer Zulily, shows that moms may be up more than ever: 62 percent of respondents who identified as moms say they wake up at least once a night, with 2 a.m. – 3 a.m. being the most frequent hour moms say they’re up.
Zulily also identified the Top 10 Sleepless States for Moms in America, as of September 2020:
- California
- Texas
- Florida
- New York
- Illinois
- Arizona
- Ohio
- New Jersey
- Pennsylvania
- Washington
To give moms a new way to spend their sleepless hours, Zulily is launching “The Late Night Shop for Mom” – a month-long shopping event that will offer free shipping on orders placed between 2 a.m. to 4 a.m. Eastern on orders $35+ on curated collections refreshed each week, featuring must-have items that offer humor, comfort and a sense of calm during trying times.
Not Sleeping Through the Night? What’s Keeping Mom Up at Night: While most new moms are up late adapting to new sleep and meal schedules with baby, the survey data shows there’s more on mom’s mind than a late-night snuggle session.
- Worrying, Caring and Planning: Nearly a quarter of moms say worrying about the world keeps them up at night (22 percent) – higher than the percent of moms who say they’re up late at night to care for their children (17 percent) or planning for the future (16 percent).
- Moms Need a No Judgement Zone: 38 percent of Moms say they feel judged by other parents for their parenting decisions, which could be contributing to their overall mental load.
- Shop, Scroll and Sleep: Nearly one-third of moms (28 percent) say they pass the time late at night by doing something online like shopping online, browsing social media or checking email.
“Mom has the weight of the world on her shoulders, so we wanted to learn more about what she’s worried about, what she needs and how we can help lighten her load,” said Lindsay Reynolds, Zulily’s family shopping and trends expert. “Our research shows that moms are actively looking for products for her children and her home that help create a sense of calm, add a dose of daily humor, and help create experiences that she feels her family may be lacking right now. We’re giving new moms special savings and curated shopping events designed to provide a fun way to spend those sleepless hours shopping daily deals in our Late Night Shop for Mom.”
Zulily’s Late Night Shop for Mom launched on September 17, 2020, with weekly themed events going live at 2 a.m. each week through October 14, 2020. The shop will feature nursery décor, kid’s clothes, baby toys, and more at up to 70 percent off.
Methodologies: Zulily surveyed 500 parents, users on websites in the Google Surveys Publisher Network, aged 18 to 64 years old. The survey was conducted online through Google Surveys (complete methodology can be found here) from August 10 – 14, 2020. The margin of error is +/- 3 percentage points.
About Zulily, LLC
Zulily, LLC is an online retailer that launches a new store on its mobile apps and website every day. By creating an immersive and entertaining shopping experience featuring hundreds of sales and thousands of products at great prices, Zulily invites shoppers around the world to discover a wide assortment of curated products for themselves, their families, and their homes. Zulily’s wide variety of merchandise spans: size-inclusive women’s, men’s & kid’s apparel, accessories, and footwear; toys for every age and stage; beauty & wellness; and items for the home. Unique products from up-and-coming brands are featured alongside favorites from household names, giving customers something new to discover every day, delivered on a fun mobile shopping experience that sparks inspiration. Zulily launched in 2010 and is headquartered in Seattle with locations in Nevada, Ohio, Pennsylvania and China. For more information visit zulily.com.