Why Prime Day 2018 will be totally different than last year

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Sixty-four percent of U.S. households have Amazon Prime memberships, and Prime Day was even bigger than Black Friday for the online retailer last year, but Prime Day is a relatively new shopping phenomenon, having only launched in 2015.

Its success can be credited to the fact that every year since, the deals have gotten better. So if you think you know Prime Day, 2018 may have some surprises for you.

Let's take a look at some areas primed for new deals this Prime Day.

Groceries

Amazon got into the grocery game in a big way this year following the acquisition of Whole Foods a month prior to last year's Prime Day. Now a whole year into the partnership, there are more grocery options on Amazon. We don't know exactly what's going to be discounted in the Prime Pantry section yet, but there will likely be some sweet deals for savvy grocery shoppers.

The deals aren't just online either. Whole Foods locations are offering sweet deals for Prime Members right now, like 40% off boneless, animal welfare rated chicken breasts, and BOGO Honey Nut Cheerios. Allegro bagged coffee is also BOGO for Prime members (and just what tired mamas need).

Amazon's clothing brands

Over the last year Amazon has beefed up the in-house brands it launched in 2017. The Lark & Ro line of office-appropriate work wear is awesome for working moms, and the Scout & Ro line has great styles for kids. We can expect to see some discounts here.

Amazon brand diapers

Amazon also has its own line of private label diapers called Mama Bear, launched in November 2017 by invitation only. They became available to everyone in January, and if you haven't tried them yet, now may be the time. They're always cheaper than premium diaper brands, but they're 30% off during Prime Day, so like $0.06 a diaper for some sizes. That's some good diaper math!

Amazon brand decor and furniture

If you've had your eye on an end table or ottoman from Amazon's in-house furniture brand Rivet, Prime Day is a good time to buy as that line is expected to be 25% off. Deep discounts are also expected on Amazon's in-house furniture brand Stone and Beam, so if you've been shopping for a sofa, keep an eye on that page. These lines hadn't yet launched during last year's Prime Day sale, so this is a whole new ballgame.

It's longer

Of course, the most noticable difference about Prime Day this year is that it's not really a day at all. It's really "Prime Day (and a half) because it's gone way beyond 24 hours. Even last year Prime Day was 30 hours long, but in 2018 we're looking at 36 hours of savings.

Other ways to save more

  • If you install the Amazon Assistant app you'll get notifications on deals and $5 off a Prime Day order of $25 or more.
  • By using Camera Search on the Amazon App you'll be eligible for $5 off on some deals.
  • And, if you have a Prime Rewards Visa and a Whole Foods near you, you can get 10% back on your groceries today (if you've got an eligible Prime membership).

We've really never seen a Prime Day quite like this one. Check back with Motherly throughout the day, we'll be watching the sales for you!

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When it comes to holiday gifts, we know what you really want, mama. A full night's sleep. Privacy in the bathroom. The opportunity to eat your dinner while it's still hot. Time to wash—and dry!—your hair. A complete wardrobe refresh.


While we can't help with everything on your list (we're still trying to figure out how to get some extra zzz's ourselves), here are 14 gift ideas that'll make you look, if not feel, like a whole new woman. Even when you're sleep deprived.

Gap Cable-Knit Turtleneck Sweater

When winter hits, one of our go-to outfits will be this tunic-length sweater and a pair of leggings. Warm and everyday-friendly, we can get behind that.

$69.95

Gap Cigarette Jeans

These high-waisted straight-leg jeans have secret smoothing panels to hide any lumps and bumps (because really, we've all got 'em).

$79.95

Tiny Tags Gold Skinny Bar Necklace

Whether engraved with a child's name or date of birth, this personalized necklace will become your go-to piece of everyday jewelry.

$135.00

Gap Brushed Pointelle Crew

This wear-with-anything soft pink sweater with delicate eyelet details can be dressed up for work or dressed down for weekend time with the family. Versatility for the win!

$79.95

Gap Flannel Pajama Set

For mamas who sleep warm, this PJ set offers the best of both worlds: cozy flannel and comfy shorts. Plus, it comes with a coordinating eye mask for a blissed-out slumber.

$69.95

Spafinder Gift Card

You can't give the gift of relaxation, per say, but you can give a gift certificate for a massage or spa service, and that's close enough!

$50.00

Gap Stripe Long Sleeve Crewneck

This featherweight long-sleeve tee is the perfect layering piece under hoodies, cardigans, and blazers.

$29.95

Gap Chenille Smartphone Gloves

Gone are the days of removing toasty gloves before accessing our touchscreen devices—thank goodness!

$9.95

Ember Temperature Control Smart Mug

Make multiple trips to the microwave a thing of the past with a app-controlled smart mug that'll keep your coffee or tea at the exact temperature you prefer for up to an hour.

$79.95

Gap Flannel Shirt

Our new favorite flannel boasts an easy-to-wear drapey fit and a flattering curved shirttail hem.

$59.95

Gap Sherpa-Lined Denim Jacket

Stay warm while looking cool in this iconic jean jacket, featuring teddy bear-soft fleece lining and a trendy oversized fit.

$98.00

Gap Crazy Stripe Scarf

Practical and stylish, this cozy scarf adds a pop of color—well, colors—to any winter ensemble.

$39.95

Nixplay Seed Frame

This digital picture frame is perfect for mamas who stay up late scrolling through their phone's photo album to glimpse their kiddos being adorable. By sending them to this smart frame to view throughout the day, you can get a few extra minutes of sleep at night!

$165.00

Gap Crewneck Sweater

Busy mamas will appreciate that this supersoft, super versatile Merino wool sweater is machine washable.

$59.95

This article was sponsored by GAP. Thank you for supporting the brands that support Motherly and Mamas.

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Temperatures are dropping, Christmas decorations are flooding the shelves, and Thanksgiving is right around the corner. But take a break from prepping for the holidays, mama, and check out the headlines that made waves this week.

Here at Motherly we know mamas are busy, so we make sure to keep track of everything you may have missed on the Internet this week.

There are the viral stories making Team Motherly smile right now:

This judge went viral for supporting a new mom + new lawyer in the most wonderful way

Juliana Lamar just accomplished something major: She graduated law school and was sworn into the Tennessee bar...and she did it all while raising her 1-year-old son. Doing all of this at the same had to have been incredibly difficult, but oh so rewarding. She celebrated her incredible achievements as a working mother in the most special way, thanks to a wonderful judge.

Judge Richard Jinkins encouraged the mama to bring her son along when she was sworn into the state bar, and he even held on the little boy while his mother recited her oath. Not surprisingly, the incredibly sweet video of the judge carrying the 1-year-old as he watched his mother officially become a lawyer has gone viral.

"On the day of my swearing-in, right before we began, Judge said he wanted Beckham to take part in the moment," Lamar, who counts the judge as a major inspiration and supporter, tells Buzzfeed. "And I am so glad he did because to have my son take part in one of the greatest moments of my life was truly a blessing."

Lamar's colleague shared footage of the incredibly sweet incident. "Y'all. Judge Dinkins of the Tennessee Court of Appeals swore in my law school colleague with her baby on his hip, and I've honestly never loved him more," a tweet from the colleague reads. "She's one of four women in our class who became moms while in law school. Women are amazing."

Why this refreshingly honest birth plan from Reddit is going viral

Pregnant people talk a lot about birth plans. You might even type out a few different versions before settling on the one you want to show your medical team. But the thing is, even if you spend months planning out the perfect birth plan, things can change so quickly.

That's why the internet is loving this birth plan that was uploaded to Reddit. The person who typed this up is so realistic, so honest and so authentically advocating for herself.

"I don't have a plan," reads the first bullet point.

"I've never done this before," she notes in the second.

"I have no idea what I am doing," she explains in the third bullet.

So many first time mamas can relate to this feeling, and also to a passage that is highlighted.

It reads: "I am not trying to be a hero! Please assume that I want every option available to me for pain management and PLEASE PLEASE PLEASE let me know in real and update time if any of the pain management options are nearing the point where they are no longer available to me as I progress through labor."

This is a mama who knows herself and also knows that birth plans can change so quickly.

Mom's photo of laundry Christmas tree goes viral on Instagram 

sincerelymumsy

Australian mom and Instagrammer Jessi Roberts (aka @sincerelymumsy) is going viral this week thanks to her hilarious Christmas tree hack.

Instead of dealing with her laundry, this genius mama made it into festive decor.

It actually happened last year, when Roberts family was about to go on a trip. "Last years Christmas tree 🤣 We where going away for 2 weeks and I couldn't and didn't have time to do the washing... so Like any creative person... I improvise 💁🏼♀️ I left it up for 2 weeks... @thebaysidedentist [Roberts' partner] wasn't impressed," she writes on Instagram.

Roberts' original caption back in 2018 was equally hilarious: "The best way to avoid doing the washing - turn it into a Christmas tree," she wrote. "It's free. I'll wash this after Christmas or maybe the 'elf on the shelf' can help me."

This is a Christmas decor hack we can totally see catching on.

A FB moms group help this baby get a liver—and went viral for it 

Moms groups on the internet sometimes get an unfair reputation. You say "Facebook moms group" and people often imagine an online space where mom shaming is common, and while that may be true in some instances, these communities are more often sources of support, not shame.

No story highlights this better than Robin Bliven's. When she posted about how her private group ended up connecting mamas and getting a liver for a baby boy who needed one, the story made national headlines and proved how supportive these groups can be. Internet communities are real communities, and some are amazing places to be.

"You can talk smack about mom groups on Facebook all you want... but don't talk smack about mine, because we crowd sourced a freaking organ," Bliven wrote on Facebook.

When one member of the Facebook group, Beth Rescsanski, learned her baby, Cal, needed a liver transplant over 100 moms in the group were screened to see if they were potential donors. That's 100 fellow parents who were willing to have surgery for someone else's baby. That's the definition of a supportive community!

In the end, single mom Andrea Alberto was a match and donated part of her own liver to baby Cal. The mom of two says it wasn't hard choice.

"I knew organ donation was something I would be willing to do, so when I found out Cal was being listed for transplant, it was a very easy decision," Alberto told TODAY Parents."If there is someone in need and there is something you can reasonably do to help them, why wouldn't you do it? I like to think that if it was one of my kids in need, someone from my extended network would step in to help."

American Girl celebrates diversity by including model with Down syndrome

The American Girl dolls taught a generation about history and showed children reflections of themselves in an era where diverse dolls were hard to come by. Now, in 2019, the company continues to highlight diversity and give children the representation they crave. This can be seen in the new holiday catalog where 4-year-old Ivy Kimble is among the young models.

"There's not a lot of print or media with a lot of kids with Down syndrome," her mom Kristin Kimble told WLS-TV.

Kimble told Today she's so proud of Ivy, and so happy that American Girl is celebrating all girls. "I'm so proud of Ivy," Kimble says. "She's showing the world, 'Look at me, I'm here. I'm doing it. I'm an American Girl.'"

Gal Gadot perfectly captures our feelings about motherhood in this viral Instagram post 

You never really understand the meaning of the phrase "time flies" until you become a parent. Another thing you don't quite understand until you welcome your children? How deep your capacity to love really is. Actress Gal Gadot just nailed both of those ideas in a single social media post.

The famous mama shared a note to her daughter, Alma, on her eighth birthday. "I'm so lucky to be your mother. Thank you for teaching me so much about life without even knowing you are and for giving me the most precious title I could ever ask for. I promise I'll do anything for you, love and protect you forever," she wrote in the Instagram post.

The mama continued: "Just please, don't grow up so fast," she writes. "Take your time. I can't believe you're 8 already . Love you to the moon through all galaxies double the number of grain of sand in the universe."

ALL. THE. FEELS. Hasn't she just perfectly captured what it feels like to watch your children grow?

News

As a business person, Aston Kutcher did better than anyone ever expected the kid from That 70's Show to do, and his wife and former co-star, Mila Kunis has also made a ton of money—she's among the highest-paid actresses of her generation. These two are wildly successful and they recognize how privileged their kids are because of it, but they have a plan to teach their children work ethic. Kutcher explained the plan last year on an episode of Dax Shepard's podcast Armchair Expert.

"My kids are living a really privileged life, and they don't even know it," he told Shepard. "And they'll never know it, because this is the only one that they'll know."

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He goes on to explain how he and Kunis don't plan to create trust funds for the kids and want to put their wealth into philanthropic efforts instead. "I'm not setting up a trust for them. We'll end up giving our money away to charity and to various things," he said.

According to Kutcher, the only way his two kids are getting money from him is if they come to dad with a good business plan. If they do that, he'll be happy to invest in their vision. "I want them to be really resourceful. Hopefully they'll be motivated to have what they had, or some version of what they had," he explained.

We all want our kids to be successful, but sometimes too much help can stunt their growth. It's good to hear Kutcher and Kunis are so dedicated to making sure their children understand the value of money and can stand on their own two feet.


News

An experiment at Microsoft's Japan headquarters over the summer has given new proof to advocates of the shorter work week. With the office closed on Fridays, productivity actually rose by 40%, NPR reports.

If Microsoft is finding success with a 4-day workweek, could it work for other companies? And would it work for working parents?

In 2018, a company that does will and trust management in New Zealand conducted a similar experiment, paying employees for 40 hours while requiring them to work only 32. They found that productivity stayed the same, but employees reported being more satisfied with their job, feeling less stressed and having a better work-life balance. Again and again, social scientists and economists are making the case that more isn't more when it comes to time spent at work. Reducing hours even has benefits to the environment, resulting in less commuting, and it can lower energy costs for businesses that don't have to maintain lights and climate control in an empty office.

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For working parents, cutting a day off the week could reduce the cost of childcare, not to mention increase the amount of time we could spend with our kids. Throw in the possibility of an alternating schedule with a spouse or partner and you might only have to pay for three days of care.

Some experts are hopeful the 4-day workweek will spread. "Hopefully, it gains traction," Eddy Ng, a professor of management at Bucknell University in Pennslyvania told Global News. "I think it's good for productivity, it's good for mental health and it forces us to rethink how we do work."

However, a 4-day week might not be the best solution for parents of school-age kids as employees would be working longer hours each day, which could interfere with after-school pick up and childcare.

It's not a one-size-fits-all solution, but this has the potential to be a part of a change in work culture. Work-life balance reforms need to happen, and we need companies to be flexible and innovative to make life easier for working parents. A 4-day work week is one great idea, but parents also need increased flexibility, and more understanding from coworkers and bosses, no matter how many days per week we're spending in the office.

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For parents of babies and toddlers, diapers are a big expense that can represent a substantial portion of a family's monthly grocery budget, but when families fall on hard times and get support paying for groceries, diapers aren't covered. Programs like the Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) are meant to fill families nutritional needs, not hygiene needs, so you can't buy diapers with a SNAP card (also known as food stamps).

This week San Fransisco county became the first county in America to offer free diapers to families who use SNAP, (known at the state level as CalFresh). Starting this month, parents in San Fransisco who use CalFresh qualify for a free monthly supply of diapers thanks to the San Francisco Diaper Bank, a partnership between the Human Services Agency (HSA) and Help a Mother Out (HAMO). This is made possible by a $2.5 million grant from the California Department of Social Services.

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It's good to see communities recognizing that diapers are as necessary as food. Studies indicate that when mothers don't have the diapers they need for their babies their mental health suffers, but that an "an adequate supply of diapers may prove a tangible way of reducing parenting stress, a critical factor influencing child health and development"

"It costs like $25 for one box of diapers. I remember the time when I had to decide between buying milk and buying diapers. No parent should have to go through that. You have no idea what this program has meant for me," San Francisco Diaper Bank participant Hanen Bouzidi explains.

Without the extra help, parents like Hanen end up at the mercy of convenience stores that separate the large boxes of diapers to sell them individually. It's one of those times when being poor means you have to spend more money: You can't afford a $25 box containing 96 diapers, so you have to spend $1 on one individual diaper at the corner store just to get your baby through the day.

And while many people are quick to suggest low-income parents take up cloth diapering, it is not practical for every family. If the only laundry machines you have access to are coin-operated and outside your home, you may not have the money or the time to launder them. Plus, most laundromats won't let you wash them and some childcare providers will only take kids who are wearing disposables. In short, cloth diapers are a wonderful solution for many families, but they are not a practical solution many families using SNAP cards. That's why San Fransisco's move to provide free diapers is so important.

Some lawmakers in other parts of the country are trying to introduce legislation to provide free diapers to families who need them, so we could see other areas following San Fransisco's lead in the coming years. This is important because no child should be at risk for the physical problems that can happen when parents feel they have no choice but to reuse or overuse diapers, and no mother should be forced to carry the weight of the guilt of diaper need.

Providing diapers to families who desperately need them improves the health of moms and babies, and removes a barrier that keeps moms from accessing childcare and early childhood education programs.

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