Color Me Happy: Moms Turn to Color to Improve Baby’s Mood, Demeanor and Development

SEATTLE, Sept. 16, 2021 – A new national survey of moms reveals there might be more to purchasing baby cribs and onesies than function. Research fielded by online retailer, Zulily, shows new moms are using color in the nursery and across other baby essentials to positively influence their child’s development and relationship with the natural world as their baby grows.

The findings come as Zulily launches its bi-annual Welcome Baby Event and special “Late Night Shop for Mom” – a month-long shopping event that will offer free shipping on orders placed between 2 a.m. and 6 a.m. Eastern for curated collections refreshed each week, featuring unbeatable deals on must-have baby gear and other nursery essentials that promote comfort, calm, learning and adventure with baby at home.

The need for comfort and calm has increased over the past year, with the majority of new moms (59%) reporting they wake up at least three times each night – largely to care for their children. A similar survey conducted last year showed that just 16% of moms woke up as many times. Recent studies suggest the pandemic may be to blame, as women – and moms in particular – are experiencing more stress compared to this time last year. Now more than ever, tones and textures play an important role in creating an environment that is more conducive to sleep and soothing for both mom and their little ones, even during daytime hours.

“We know it’s a struggle for new moms to find time to sleep, and while we can’t help coo newborns back to bed, we can help moms during those late nights,” said Lorraine Beltran, Zulily’s baby and maternity expert.  “Zulily’s bi-annual Welcome Baby and Late Night Shop for Mom gives new moms special savings and curated shopping events during those sleepless hours, with items that offer colorful design, a sense of calm and even a little adventure to fill their babies lives with.”

The new research gives more insight into what moms are shopping for when it comes to life at home with a new baby, and why:

• Color Me Happy: The majority of new moms (68%) believe the colors they surround their kids with affect their baby’s mood and development. In addition, the vast majority of moms (80%) say it’s at least somewhat important to follow a “color scheme” for their baby (how they dress them, design the nursery, etc.). More than half of moms (65%) also say that as their child grows, they will look to introduce them to other colors to achieve different psychological effects. Zulily offers brands like Honest Baby Clothing, Carter’s and Mud Pie which provide colorful décor and apparel that will bring a rainbow of color options to promote a calming, happy environment for baby.

 For those looking for an added dose of design inspiration, Zulily’s Astrological Color Wheel features color suggestions and design tips for moms of all signs and can be found on The Find, Zulily’s blog.

• Positive Touch & Feelz: Décor can be extremely important in influencing the way babies see, experience, and interact with the world around them, as 60% of new moms say that incorporating natural elements into their baby’s life will help them have a more positive relationship with nature as they grow. According to 71% of new moms, elements of nature, like woven or wood accents and earth tones, also make them feel calmer at home. Zulily offers brands like Oliver & Rain, Sophie la Giraffe and Tesa Babe, which have plenty of floral apparel and natural wooden décor items that will bring a touch of nature to the home or nursery.
• Adventures in Child-Rearing: Despite more time spent at home due to the pandemic, moms are looking to instill a sense of adventure within their own four walls. Sixty-five percent of moms believe they can inspire a sense of adventure in their child through décor. The majority of new moms say they’re most excited to go to the beach and the zoo with their baby for their next adventurous trip. Zulily offers brands like Jojo Maman Bebe, Hudson Baby and Bon Bebe to bring beach, zoo, and other adventure-filled styles home.

Zulily’s Late Night Shop for Mom launches on September 16, 2021, with new weekly themed events going live every Thursday from 2 a.m. to 6 a.m. Eastern each week through October 13, 2021, all within the Welcome Baby Shop. Featuring nursery décor, baby clothes, baby gadgets, baby toys, and more at up to 70% off.

Methodologies: Zulily surveyed 1,000 U.S. based new or expectant moms, ages 18+. The survey was fielded in July 2021. The survey was conducted online through Pollfish Surveys (complete methodology can be found here) in July 2021.