Shopkick Survey: What’s Keeping Mom Up at Night?

With Mother’s Day around the corner, we asked Shopkick moms what’s most on their minds this year.

In a survey of over 5,600 moms across the country ranging from ages 18-71, we uncovered how moms feel about raising children in light of some of today’s news. From Millennials to the Silent Generation, from Californians to Floridians, find out how moms are engaging their children in dialogues about what’s happening in the world below! 

On Mom’s Mind

  • Biggest Concerns: Physical safety for their children is the #1 concern for moms today (30%), followed closely by financial security (26%), according to survey results. For single moms, specifically, financial security (33%) is the predominant concern, while physical safety remains a close second (30%).
  • Fostering Conversations: 75% of moms are engaging their children in conversations about such current events, with school safety as the #1 topic of discussion (37% of moms engaging). Racial equality (25%) comes in second, followed by gender equality (11%), and presidential politics (8%).
  • Generational Differences: The up-and-coming generation of mothers in Gen Z are most concerned with financial security (38%), and the most likely to discuss gender equality with their children (17%). Millennial moms place nearly equal emphasis on discussing school safety and race equality (31% and 30% respectively). Moms that fall into the Silent Generation spend the most time of all age groups discussing presidential politics (25%) and racial equality with their children (38%).
  • Across the Country*: New York moms are the most likely (80%) to engage in conversations with their kids about the outlined issues (money, physical safety, online behavior and privacy, health and bullying), topping Florida (78%), California (76%), Illinois (75%) and Texas (73%).* Moms in Illinois spend the most time discussing and teaching their children about school safety (44%).

Shopping Values

  • Shopping Their Values: When it comes to managing household finances, the overwhelming majority of moms (78%) state they shop their values and are impacted by a brand’s ethics when considering where and what to purchase. However, only 25% of moms change where or how they spend based on their political beliefs.
  • Different Generations: Silent Generation and Gen Z moms are more likely to adjust their shopping habits based on their political beliefs (35% versus 25% of moms in the middle generations).
  • State by State*: Floridians are the most likely (80%) to match their shopping habits with their values and to be impacted by brand ethics. Moms in Illinois are second only to those in California in their likelihood to change where and how they spend their money based on political beliefs (28% and 31% respectively).

Shopkick conducted a survey of over 5,600 users who self-identified as mothers to uncover the issues of most concern and their shopping decisions. Shopkick classifies age groups as: Silent Generation (over 71), Baby Boomer (54-71), Generation X (42-53), Xennial (33-41), Millennial (20-32), and Generation Z (under 20). The survey was conducted between April 6 and 12, 2018. 

*Based on the top 5 states (California, Texas, Florida, New York, and Illinois) in terms of volume of respondents.



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Dima Volovik

EVP of Product and Engineering

Dima Volovik is the EVP of Product and Engineering at Trax Retail — Shopkick.

Dima Volovik is the accomplished product and engineering leader who led teams to deliver innovative and commercially successful e-commerce products, marketplaces, and enterprise solutions for Amazon, Comcast, Fandango, and Universal Music. Before joining Trax, Dima was the Director at Amazon, where he led product development and Engineering for Amazon Appstore and Amazon Prime Video, CTO at Fandango, and Paciolan, head of technology at Golf Channel/Golf Now, and Global VP of Direct to Consumer Technology at Universal Music Group. Dima’s expertise includes developing consumer products, marketplaces, and enterprise solutions.

Dima grew up in Baku, Azerbaijan, where he received his MS in Electrical Engineering from Azerbaijan Oil Academy, and he currently resides in Los Angeles, California, with his family.