When mothers go shopping, they’re likely leaving the store with items they didn’t intend to purchase, based on a June 2014 study conducted by YouGov for Cartonomy. According to US mother internet users, overspending on extra, unplanned items was the most frustrating part of shopping for or with their family, cited by 51% of respondents.
Overlooking discounts—due to family members rushing them or children throwing tantrums—also frustrated this deal-seeking group, though not as much. Mothers were less irritated by bad behavior from their children or handling multiple requests for items—which could often lead to conflict or disorganization—from family members. In fact, mothers weren’t likely to buy unnecessary items as a result of their kids pestering them: 47% said they didn’t do so often, and 15% never did. Read the rest at eMarketer.