The Myth of the ‘Yummy Mummy’

Research reveals that mums consider themselves more slummy than mummy.

Research released today by* reveals that over a third of British mums consider themselves more ‘slummy’ than ‘yummy’, with a quarter of British mums surveyed finding it difficult to even get changed out of their pyjamas.

Although 1 in 5 modern mothers would love to emulate celebrity mothers like Elle Macpherson, 36% admit that they feel unable to wear the latest high street trends in reality. In fact, 25% of mums repeatedly wear the same 5-10 items of clothing, only making use of 5% of their wardrobe.

Financial pressures (55%) and a lack of body confidence (51%) were cited as the main reasons why mums spend so much time in their bedclothes. The research, which polled 2,000 respondents, also revealed that a lack of time (33%) and occasion (49%), as well as fear of fashion (36%) are major factors preventing British mothers from experimenting with newer fashion trends.

The eBay Fashion Outlet launches the Mummy’s Style Surgery, for budget conscious mums who would like bite sized updates on the latest fashion trends and deals on the site. The UK’s number one e-commerce site will be answering questions on everything style related at helping mums to find looks that suit them at great value. The surgery will be open from 1pm – 2pm every day for one week, from Mother’s Day on April 3rd.

Ruth Szyszkowski, spokesperson for the eBay Fashion Outlet said “Celebrity mothers like Elle Macpherson or Stella McCartney make looking glamorous on the school run seem effortless. They stylishly combine family with fashion and leave real women wondering how they survive the late nights, early mornings, and still maintain their yummy mummy appearances.”

“The eBay Fashion Outlet offers the latest high street trends at up to 70% off and so is a great destination for anyone looking to add more variety to their wardrobe. Our Fashion team is also on hand via twitter to offer style tips and advice.”


Notes to Editors:

For case studies, interview requests, or any further information please contact the eBay press office at Shine Communications – 020 7100 7100

Sarah Phillips – – 020 7841 4874

Sara Hazen – – 020 7841 7096

Tom Winterton – – 020 7841 7074

* Research was carried out by OnePoll on behalf of Results were submitted online. 2,000 respondents were polled.

About eBay

Founded in 1999, is the UK’s number 1 e-commerce site, providing a platform for over 18million unique visitors per month (Nielsen / Netratings, March 2010) to buy and sell new, unique and used items in a fun and easy way.

Far from an online auction site, eBay currently has 17 million live listings on the UK site, with fixed price goods accounting for the majority (56%) of items sold globally.

Sellers of all sizes, including 120,000 registered businesses and 20 high-street retailers use to reach the UK’s largest online shopping audience.

eBay supports buyers and sellers by promoting the best value deals through Daily Deals, and the eBay Outlet sells products from well known brands with discounts of up to 70%.

Follow alerts to great deals on eBay and beyond.

eBay campaigns on the issues affecting buyers and sellers in a number of ways, including the eBay Online Business Index. is owned by eBay Inc, which has expanded to include some of the strongest brands in the world, including eBay, PayPal, StubHub,, and others

The launch of the eBay Fashion iPhone app complements significant enhancements eBay has recently made to its fashion category. Earlier this year, eBay launched the Fashion Outlet, offering brand new items direct from brands such as Kookai, House of Fraser, OFFICE, Karen Millen and Jigsaw at up to 70% off.

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