With Mother’s Day fast approaching, Shop It To Me wanted to provide you a little extra personal shopping assistance–not just by directing you to great prices, but with spot-on gift ideas for all the moms in your lives.

We asked our data scientists to reveal the most-coveted brands –by age group– among our members.  They uncovered some helpful hints so you can hone in on a gift your mom, wife or grandmother is sure to love.  Here’s what we know that women really want:


Nine West made it into the top five most requested brand for every age group (except the under 20s). In fact, it was the #1 most selected among 30-, 40- and 50-something women…so, a nice pair of summer sandals or a colorful bag (or both!) are great options that will please any mom in your life.

Note to husbands and boyfriends: stereotype or not, lingerie really is an appreciated gift!  Victoria’s Secret came in second overall – scoring in the top five for every age group except 60-plus.  (So, maybe skip this one for Grandma or Mother-in-Law!)

If you’re shopping for a wife or mom in her 50s or 60s and up, you can’t go wrong with something from Jones New York, Liz Claiborne or Ralph Lauren. They made the top four for our members of both decades. If you are shopping for a younger mom (especially in her 20s or 30s),  think Banana Republic, J. Crew or BCBG, all of which fell in the top 10 for women 40 and under.

And while they didn’t make the top-five list of the brands women are buying for themselves, a little something from J. Crew, LOFT, Ann Taylor, Michael Kors, Anne Klein, Ellen Tracy, DKNY, Calvin Klein, are also safe bets.

For more ideas, head over to our latest pop-up shops: picks for moms of any age, or gifts under $50.

Methodology: Shop It To Me, a free personal assistant for shopping, looked at the style preferences of female members in six different age groups, and compared the top 50 most popularly-selected brands for each age group (see the top 10 here).  Note: The brands most members select are from the Shop It To Me “featured brands” list, which is part of the sign-up process. Even though members have 800+ brands to choose from, most users choose from this limited list of 60 brands.