And the Award Goes to…
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Children’s products seem to be getting nominated for more awards than ever — even Hollywood might blush! But does winning awards truly help sell the products? Our moms have mixed feelings about the influence of accolades. When it comes to what matters most, moms also place a lot of weight on word-of-mouth recommendations from other moms. The eighth question in The Giggle Guide’s exclusive series asks:
The Question:
Christine from South Orange, NJ - Age 30 / Girl - 13 months
“Not too much. Although education or safe toys awards are nice to have, they don’t make me buy the product.
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Erica from Philadelphia, PA - Age 30 / Girl - 2 years / Boy - 9 months
“I read reviews for new products on diapers.com and often try new things based on other mothers’ comments.
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Chris from Brooklyn, NY - Age 49 / Girls - 3 years & 1.5 years
“If the product receives awards, especially if it is an educational item, we would be more likely to purchase it. Also, if the product were to receive excellent feedback from previous buyers, we would tend to be more likely to purchase it.
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Shauna from Churchbridge, Saskatchewan - Age 29 / Girl - 17 months
“Yes, sometimes. It depends what award is credited to the product. We like to choose products that encourage and advance children’s learning and development.
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Denise from Pleasanton, CA - Age 32 / Boys - 8 years, 6 years & 1 year
“Toys that are certified green or have gotten an eco-friendly award are important to me. I also look for products that are fair trade.
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Jovie from Lancaster, CA - Age 33 / Girl - 15 months
“Yes! If it’s a great award for learning then I would consider that product more than something else.
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Lucy from Brooklyn, NY - Age 38 / Boy - 10 months
“No. In no way whatsoever does it affect my decisions.
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Natasha from Breckenridge, CO - Age 34 / Boy - 6 years / Girl - 2 years
“Not much.
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Heidi from Vallejo, CA - Age 37 / Girls - 3.5 years & 1 year
“Yes. To me, it means that other people have either tested the product or can validate its durability, authenticity and enjoyment factor.
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Heather from Farmington, CT - Age 36 / Boy - 2.5 years / Girl - 8 months
“No, a waste of their money.
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Brandi from Colorado Springs, CO - Age 36 / Boy - 6 years / Girl - 3 years
“Not really. Most times I don’t even notice them. They are not something I search for.
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Sherrie from Truro, Nova Scotia - Age 35 / Boys - 12 years, 10 years & 10 months
“They definitely do. If I see that someone has taken the time to test a product for my children and has given their name to stand behind the safety and durability of the product then I’m more inclined to buy that product.
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Patricia from Monroe, LA - Age 45 / Boys - 6 years & 4 years / Girl - 19 months
“Yes, sometimes. If I see they’ve received some award, I’ll take a closer look.
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Karen from Angleton, TX - Age 47 / Girls - 11 years & 9 years / Boy - 7 years
“Sometimes, only because it might make me think it’s a better product.
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Margaret from Great Falls, MT - Age 46 / Boy - 6 years / Girl - 4 years
“At first they did when I was first starting to buy toys, but now I am able to determine for myself if the toys are appropriate. I still will look at the award label on a box to check it further.
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Angela from McLean, VA - Age 43 / Girl - 6 years
“Very little, if at all. I believe the “brand” is far more important. Such brands as Nike or Speedo (for her swimming needs) seem to offer both quality and value.
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Patty from Nashua, NH - Age 42 / Girl - 2 years / Boys - newborn twins
“Yes, a little bit. I do like to read parents reviews, more than certifications, when it comes to products.
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Maureen from Dublin, OH - Age 43 / Girl - 2 years
“Not much at all.
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Danielle from Lowell, MA - Age 39 / Girl - 18 months
“None right now.
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Michelle from Fargo, ND - Age 38 / Girl - 18 months
“Yes, they make me more aware of the product in the store and what items I might want to take a closer look at. When purchasing items like a potty chair I always look up reviews to see what other parents prefer.
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Stephanie from Culpeper, VA - Age 37 / Boy - 6 years / Girl - 2 years
“It impacts our decisions, yes. I must admit it has made our selections easier at times, especially with the toys that receive educational awards.
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Ande from Dallas, TX - Age 26 / Girl - 4 years / Boy - 6 months
“Product awards do not influence my purchasing. I would rather hear another mom rave about a product that she has had first-hand experience with than to know the product was “awarded” with a special accolade.
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Emily from Surrey, British Columbia - Age 29 / Girl - 2 years
“I don’t often hear about too many products receiving awards outside of children’s books.
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Joanna from Boston, MA - Age 40 / Girl - 2 years
“Yes, if I see a sticker with some “best toy of ….” I am inclined to buy it because of that.
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Heather from Sacramento, CA - Age 35 / Boys - 6 years & 18 months
“Only for things like strollers and shoes, not for toys etc.
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Katie from Big Pine, CA - Age 29 / Boys - 3 years & 8 months
“The better rating and review a product gets the more inclined I am to purchase it. It means a lot to know I am purchasing something that has the approval of many.
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The Wrap-up
Who doesn’t like to win awards and recognition for a job well done, a game well played, or a product well made? Praise is a strong motivator in the workplace. But to moms, do product awards make a difference? They definitely matter to the majority of the moms we surveyed. “Winners” can help generate sales. Awards are great. But according to these moms, an honest recommendation from another mom has more influence. Many moms look at awards, but listen to and learn from other moms.
We find that “yes,” awards/accolades influence buying decisions. Our survey says…
- Yes - 15 moms (58%)
- No - 11 moms (42%)
Join us next month, when The Giggle Guide® moms are asked, “Are there certain types of children’s products you’re willing to pay a premium for, and if so, why?”
