Millennial moms are a growing demographic with increasingly more spending power—and retailers want their attention.

Millennial moms are a growing demographic with increasingly more spending power—and retailers want their attention. Starting in 2017, it’s estimated that 18-34-years-old will spend $200 billion annually. According to census data, nearly half of Millennial women are mothers, and 71% of them work outside of the homes. This coveted group spends an average of 17.4 hours weekly on social networks, and nine out of 10 like to connect with friends over their purchases. One study found that they value organic foods, researching products before purchasing, and price over branding. (Business Insider)