Extra spend towards home renovations, building and improvements, as well as home appliances and homewares will be utilised among Australian mums in the coming three to six months with money that was not intended for spending pre-COVID-19, according to a new study.

The study conducted by leading agency, Mumpower.com.au, that speaks explicitly to mums, found that the home industry will be in high demand, alongside supermarket spend, health and wellbeing, utilities, as well as baby and children’s products.

Mumpower head of research, Christie Nicholas said as some normality begins, the permanent outward effect these new shopper habits will make to the economy will emerge.

“Mum shoppers are an influential force behind household discretionary spend. Now that this economic driver has shifted changing gears, brands will notice changes to what she buys, how she buys and why,” she said.

“An overriding theme coming through from the research is clear: Moving forward, home is where the heart is. Home life has become a core area of focus for families. It’s not about pushing the latest and greatest; it’s about inspiring and empowering consumers in ways that currently matter to hear, sharing brand messages that genuinely resonate and focusing on building long term relationships. This is what will ultimately attract, engage and convert customers.”

The study also found that 60% of mums continue to shop online more than they ordinarily would have but 53% of mums have the same level of preference to go in-store with 19% suggesting that the in-store experience is more important.

As a result of COVID-19, 27% of mums now care more about what other people say about products before they buy; 44% of mums now care more about what other people say about products before they buy, and 30% of mums now pay more attention to how brands talk to mums and market themselves to them.

The Mumpower market research study was conducted from 25 May to 1 June with 508 mum shoppers to uncover how changing habits will impact the economy moving forward.