Moms are a busy group of ladies. Between juggling kids, work and the household, we still need to get our shopping done. Whether we’re stocking up on groceries for the week or finding the perfect dress for a night on the town, we’re short on time and want to find helpful stores that make our lives easier.

For business owners, a simple way to grab a portion of this $2 trillion market is to understand just what women want. So I asked a few fellow mommies – how did the stores you love capture your loyalty?

When reality star Kendra Wilkinson showed off her newborn son in magazines last December, I thought, cute baby, but OMG, check out her nails! They were perfectly manicured! And dark! I can’t remember the last time I wore dark red polish.

As moms, we happily trade vanity for motherhood. We give up manicures so we can spend that extra half an hour playing with our little ones – or catch up on a week’s worth of laundry.

But sometimes, darn it, we just want to look pretty. 

I’m not a huge reality TV fan, but when you’re doing some mind-numbing chore, it’s good background entertainment. One of my favorites has been Oxygen’s Bad Girls Club. Until recently. One Sunday, I was folding laundry, watching the Bad Girls hit some random L.A. club. I didn’t notice my 3-year-old sneak in and catch up on the action herself, which was particularly lovely since there was some major cat fighting going on.