“Momsomnia” is a real thing. New research from online retailer Zulily shows that 62% of moms are up at least one time a night, most often between the hours of 2 a.m. and 3 a.m. Moms are worrying about the world, planning for the unknown and needing a no-judgement zone.

woman in bed on computer

Zulily unveiled a list of the Top 10 Sleepless States for Moms in America based on late-night social media listening and found that while the golden state took the top spot, moms are up at night from coast to coast:

  • 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. PT 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.

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. Nearly a quarter of moms say worrying about the world keeps them up at night which is higher than the percent of moms who say they’re up late at night to care for their children or planning for the future. 38 percent of Moms say they feel judged by other parents for their parenting decisions, which could be contributing to their overall mental load. Nearly one-third of moms 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.”

The research suggests that the state of society is not only causing moms to lose out on sleep, but it’s impacting what she’s shopping for and why.

  • Fashion Micro Moments: 45 percent of moms say that dressing their baby up in special occasion dresses or cute outfits impacts their own mood, citing feelings of happiness, relief as well as a sense of control and return to normalcy. Zulily offers unique brands like Milkbarn, which are perfect for dressing up baby for at-home photoshoots.
  • Mom Memes to Cope: The majority of moms say that humor is important in navigating the pain points of parenthood. Moms say that sharing humor and memes allow them to feel connected with other parents and allows them to express how they feel. Brands like Tesa Babe offer funny apparel to make the family smile.
  • Craving Calm at Home: Almost half of moms say their home could benefit from a greater sense of calm. What’s more, moms with babies and children under 5 are more likely to say their children are impacted by current environmental stress. That’s why Zulily offers soothing tools and toys from Calisson Toys, official distributor of Sophie la Girafe brand in the U.S. and Kushies alongside apparel like JoJo Maman Bébé.
  • Mother Nature Rules: Moms are turning to the woods for baby inspiration, with 33 percent saying an outdoor motif is most likely to apply to their baby’s life indoors. 22 percent say the sea and beach are their source of inspiration. 30 percent of moms are also turning to cool color shades (gray, blue, green) in nurseries, which studies have indicated can have a calming effect on children. Parents can turn to organic apparel from Oliver & Rain to swaddle their little ones in nature-inspired garb.

Zulily’s Late Night Shop for Mom launches on Sept. 17, 2020, with weekly themed events going live at 2 a.m. each week through Oct. 14, 2020. The shop will feature nursery décor, kid’s clothes, baby toys, and more at up to 70 percent off.

—Jennifer Swartvagher

Featured photo: Victoria Heath on Unsplash


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