We receive a staggering 26,000 posts per day on Mumsnet. By analysing this rich data set along with surveying the 20,000 parents we have on the UK’s only parenting panel, Mumsnet Voices, we deliver the latest insights and trends of the UK’s parents.
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Christmas 2025
100% of mums run Christmas - and 32k threads plus 117m pageviews of festive content show they’re turning to Mumsnet to plan it
Travel 2025 (July)
75% of UK families plan multiple holidays, and 94% trust Mumsnet for holiday advice - making it the perfect place for travel brands to reach an engaged, ready-to-book audience
Days out 2025
Where family plans are made: 84% of parents trust Mumsnet to guide their days out decisions
Christmas review 2025
Christmas remains a key topic for Mumsnet users, who are typically the main planners and decision-makers for gifting and celebrations
Money matters 2025
Mumsnet is home to financial decision-makers shaping household spending, with 93% are at least equally responsible for household finances
Home improvements 2025
83% of Mumsnet users handle home improvements and DIY, driving 80.4 million pageviews on related discussions
Wellbeing 2025
Nearly all women (99%) want to improve their wellbeing in 2025 - but significant barriers stand in the way, opening the door for brands to step up and support them
Entertainment 2025
Community platforms like Mumsnet are transforming the way audiences discover and discuss TV and film, with 93% trusting its recommendations
Travel 2025 (January)
Mumsnet is the perfect place to influence family holidays, as mums lead the planning and booking
Cold and flu 2024
Health is the second biggest topic on Mumsnet, with 205 million pageviews of health conversation in 2024
Cleaning and laundry 2024
Cleaning discussions on Mumsnet have grown 18% year on year (2022-2023) and are set to rise again
Back to school 2024
With 92% of women solely or primarily responsible for buying back-to-school items, mums continue to lead the way in preparing their children for this period
Style and beauty 2024
Mumsnet generated over £10 million in sales last year, with one in every two posts on our Style & Beauty talkboard featuring a brand or product link!
Women’s health 2024
With 134 million page views of women’s health content in 2024, Mumsnet is the go-to space for women’s health and hygeine conversations
Toys and play 2024
94% of parents research toys before buying, with Mumsnet being a trusted source for recommendations
Christmas 2024
Christmas shopping on Mumsnet is huge…with November being the busiest shopping period and £1.5 million spent in Q4 alone!
Pregnancy and baby 2024
Many of our community first discover Mumsnet when they’re pregnant, which is why every month, Mumsnet reaches 70% of mums with kids under 1 year and 57% of pregnant mums
Food and drink 2024
Mum is still the primary grocery shopper, food planner and cook, this hasn’t changed in the last few years with 85% researching for recipe ideas online
Women and girls in sport 2024
The majority (88%) of children who play sports have a mum who also does meaning mums play a vital role in getting their girls in to sports and exercise