John Lewis is Mum's favourite brand, apparently

Mums, eh? In reality they’re all drinking too much and wishing they could ditch the kids and be rock stars. But in the world of retail, they’re benign fluffy wuffy ciphers in Emma Bridgewater aprons, making Bake-Off style goodies and smiling happily while holding brightly coloured spatulas.

mum in kitchen

Some women are obviously buying into it, though, because John Lewis has topped a Mumsnet poll to become the favoured brand of Mums. That’s followed by Waitrose (because we’re ALL about making the dinner!), Amazon (steady on, ladies, reading books can lead to ideas), Apple (wait, you’re not WRITING A BOOK ARE YOU?) and M&S (phew).

John Lewis targets Mums more effectively than a cannon containing George Clooney and a cupcake. And as it’s Britain’s most trusted brand, Mums are going mad for the My John Lewis loyalty cards, which target prospective parents with offers and discounts in their nursery section.

‘Mumsnet members are rightly picky about brands,' said Rachel Swift from John Lewis. ‘Our customers have busy lives and a huge amount of choice about where they spend their money, so activity through My John Lewis has been focused on giving new mums in particular a really tight edit of what we think they need, to make this special time in their lives as hassle-free as possible.’

BLAH BLAH BLAH. Is it time to open Mummy's Special Wine Box yet?

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