Did you know there is such a thing as a TikTok Mom, a Facebook Mom, and a Mixtape Mom? What are they, and why are they bubbling up in social media language right now?
First, Some Background
Being a mom can be the most rewarding job in the world, but it can also be the most exhausting. Between parenting, working full-time, and becoming ad-hoc teachers, it’s not surprising that moms are burnt out. Recently, online retailer Zullily conducted a study with 500 mothers in the U.S. and found that stress is impacting their sleep as well.
According to the study, 62% of moms stated they wake up at least once a night, with 2 – 3 am being the most restless hour. Not surprising to anyone, the survey also revealed that almost one-third of moms are passing this sleepless hour on their phones browsing social media, checking email or more frequently, shopping online.
In fact, the survey revealed mom “microgenerations” with distinct habits when it comes to stress, sleep and online shopping. Through the Zulily poll, the research revealed the shopping habits of moms across three generational segments: TikTok Moms (ages 25-34), Facebook Moms (ages 35-44), and Mixtape Moms (ages 45-54).
TikTok Moms (25 to 34 years old)
Traditionally defined as simply moms who are on TikTok, in this case a TikTok Mom is the ultimate nighttime multitaskers. They are 25% more likely to shop for themselves at night than Mixtape Moms and reported the highest rate of shopping for their baby at night. Over 63% of TikTok Moms reported multitasking while pumping or feeding, including watching a movie or TV show, shopping online, searching for answers to their baby questions, checking work email, or sharing mom memes.
“We have more than a decade of experience serving moms through ecommerce,” said Susan Van Arsdale, senior business development manager at Zulily. “We stay relevant by helping her answer questions like, ‘How do I get my baby to sleep through the night?’ We are here to help moms through an exciting time in their lives.”
Also interesting to note is the Tik Tok Mom’s desire for convenience; 38% of participants were more likely to invest in big-ticket items such as luxury strollers or hands-free breast pumps to lighten the parenting workload.
Facebook Moms (35 to 44 years old)
The traditional definition of a Facebook mom is not flattering. Urban Dictionary defines a “Facebook Mom” and “Facebook Mother” slightly differently, but sums it up to, “A mother who doesn’t do s*** for her kids but will post on her kids Facebook wall like she’s parent of the year.”
Needless to say, the Zulily definition is much nicer. Facebook Moms in their study were reported as the most sleepless. Although 70% of all moms surveyed reported waking up at least once each night, Facebook Moms reported the highest rate of restlessness at 72%. It seems that self-care is at the top of a Facebook Mom’s wishlist; in fact, one-third of Facebook Moms wish they had purchased more self-care items (and a better baby lounger) when they became new moms.
Mixtape Moms (45 to 54 years old)
There is notraditional definition for these women — it’s unique to this survey — but from the age it makes total sense.
These moms are seasoned pros. Of all the categories, Mixtape Moms have the fewest parenting worries and sleep better than their younger counterparts. In fact, only 52% reported waking up due to stress or childcare. They were least likely to turn to search engines to get their baby questions answered in the middle of the night — half the amount of TikTok Moms!
United We Mom
How much (or how little) sleep our mom cohorts received, all three were united by humor, shared experiences, and a love of online shopping. John-James Richardson, Zulily’s head of customer insights, tells Parentology that regardless of their microgeneration, “what unites our moms is valuing a good deal when shopping for themselves and for baby, humor, and the support required to get through the challenges of motherhood.”