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New Survey from Zulily Shows Moms Are Planning For A 'Shelter in Place Sequel' This Fall
Thursday, July 16, 2020

Data reveals that despite a lift of COVID-19 lockdowns, moms are prepping for more time at home, using back-to-school shopping to budget carefully, stockpile snacks and reboot kids' home workspaces

SEATTLE, July 8, 2020 /PRNewswire/ -- While many schools across the U.S. are still deciding what fall will look like, new data shows that moms have already decided it will include more time at home - and they are shopping and getting prepared in a whole new way for the first day of class this fall.

According to a new survey(1 )by online retailer Zulily, moms say their biggest concern this back-to-school season is public health (46 percent), and the balancing act between work, parenting, and managing online learning for the kids (21 percent). While these concerns are undoubtedly a result of the pandemic, the study shows that moms now also have a newfound focus on shopping to save and planning for the unknown.

"Back-to-school shopping season is an annual event moms and kids look forward to, but this year that tradition has changed significantly," said Lindsay Reynolds, a Zulily family shopping and trend expert. "Our new data shows that moms have a very clear idea of what fall will look like, and they're already making plans to ensure their kids are safe, comfortable, and successful while potentially still learning from home. This year, back-to-school is a first for moms and kids alike. At Zulily, we can help them prepare and celebrate their first day in new way. By giving moms a fun one-stop destination to find everything they want for fall learning in Zulily's Back to School Class Shop, from fiber markers for arts and crafts, to desk organizers that keep workspaces neat and tidy, they can easily stock up and save - even when it comes to the unexpected items on this year's list."

Top findings and trends from the survey include:

    --  Planning Ahead for the Unknown: Families have one advantage this fall
        that they didn't have in the spring: time. Parents are using the time
        they have now to plan for a "worst case scenario" fall.
        --  63 percent of moms say it's at least somewhat important to plan
            ahead for back-to-school shopping this season, with 42 percent
            reporting that planning ahead will help them save.
        --  54 percent of moms expect to shop online more this back-to-school
            season than they did last year due to public health concerns.
    --  Navigating Economic Pressures: This year's back-to-school season comes
        at a time when many families across the country face job loss or
        uncertainty--making budget a top priority.
        --  72 percent of moms surveyed said budget will be at least somewhat
            important in their back-to-school shopping this year and nearly 30
            percent said they are more concerned with budget this year when
            compared with last year.
    --  Snack Stockpiling: With kids (and parents) home all day, they have
        unlimited access to the pantry. Grocery shopping has become a bigger
        worry for moms in recent months, and they're looking for snacks that
        will keep satisfying the whole family, can be bought in bulk, and are
        easy for kids to eat while parents are working.
        --  55 percent of moms say their kids are snacking more while learning
            from home, and 48 percent of moms are at least somewhat concerned
            about keeping the snacks stocked.
        --  Zulily data shows purchases of nuts, fruit, and popcorn are on the
            rise, with purchases for pantry staples such as condiments, which
            include mustards, specialty dips, and nut butters, growing by more
            than 300 percent year over year in March through June. In addition,
            cooking/baking mixes are up more than 200 percent year over year in
            March through June, signaling families are making their own snacks
            these days.
    --  Seeking Solace & Structure at Home: Moms have adjusted to virtual
        learning schedules, and while the process hasn't been easy, they have
        identified a way to make it feel more routine by adding organization
        into their kids' learning space to increase productivity and comfort.
        --  73 percent of moms say their kids have designated workspaces at
            home, with 23 percent of moms saying they'd like to improve this
            space by making it more organized and exciting.
        --  Zulily shopping trends are backing this trend up, with purchases for
            storage and desk organization up by more than 25 percent year over
            year in March through June.
        --  Starting July 8, Zulily will provide mom helpful online materials to
            gear up for what will be a first day of school in a whole new way-
            including fun #FirstDayNewWay printable signs, back-to-school advice
            and shareable Instagram animated gif stickers.
    --  New Normal = New Family Traditions: With parents looking to keep kids
        active and entertained, new traditions have started to take shape that
        offer families a way to spend more time together--and the backyard and
        kitchen are center stage. These new traditions give kids a new kind of
        "hands on" learning experience.
        --  Forty-one percent of moms say that they've implemented new
            traditions as a result of remote learning.
        --  Time outdoors (29 percent) and developing new skills in the kitchen
            (22 percent) rank as the top new traditions for families.
        --  Zulily has seen more than 20 percent growth in kitchen purchases
            year over year in March through June.

To learn more and plan for a new kind of back-to-school season, visit and celebrate #FirstDayNewWay.

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, LLC is a wholly owned subsidiary of Qurate Retail, Inc. (NASDAQ: QRTEA, QRTEB), which includes QVC, HSN, Zulily and the Cornerstone brands (collectively, "Qurate Retail Group"), as well as other minority interests and green energy investments. Qurate Retail Group believes in a Third Way to Shop® - beyond transactional ecommerce or traditional brick-and-mortar stores. In addition to being #1 in video commerce, Qurate Retail Group is among the top 10 ecommerce retailers in North America (according to Internet Retailer) and is a leader in mobile commerce and social commerce. For more information, visit, or follow @QurateRetailGrp Facebook, Instagram or Twitter, or follow Qurate Retail Group on YouTube or LinkedIn.

(1 )Survey methodology: Zulily surveyed 1,000 respondents, users on websites in the Google Surveys Publisher Network, aged 18 years or older. The two surveys were conducted online through Google Surveys from June 15 to 17, 2019. The margin of error is +/- 3 percentage points. Complete methodology can be found here.

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