The convenience of shopping online is something which mothers with young children have particularly taken to their hearts.
That's the conclusion of a survey by Casabu, a flash sale website, which found that eight out of 10 mums shop online each month, and 44 per cent of these have used their smartphone to do so, for the ultimate convenience.
Just over three in 10 (31 per cent) have shopped online from a tablet device, which Casabu chief executive Rachel Oxburgh says, shows how websites which are not optimised for these platforms face losing out to competitors, and suffering from high bounce rates, whereby a potential customer will quickly leave once they realise that the experience is not sufficiently user-friendly.
But, Oxburgh adds, these concerns are still secondary to buyers' desires to hunt down bargains.
"Mums still want to dress their children and themselves in quality brands, but economic necessity means they want to find great deals," she said.