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Approximately four million women become mothers every year in the United States alone (CDC, 2013). According to Michaels, Hoffman, and Goldberg (1982), the transition to motherhood is the most universally-occurring adult developmental transition, and one that has implications for an individual’s psychological, sociocultural, and biological state. This transition also has implications for consumption, in that, “From the moment a woman finds out she is pregnant, the way she thinks, feels, and shops changes” (Eric Mower and Associates, 2013, para. 3).

Understanding Consumption during the Transition to Motherhood: An Exploration of Shopping Orientation among New Mothers