More than half of moms do “most” or “all” of a household’s grocery shopping at brick-and-mortar stores, reports The Business Journals. But as more options pop up around grocery delivery and in-store or curbside pickup, they are taking advantage of the convenient and easy offering.

A report by Valassis found that saving time and money are the core motivators that women with children consider when they choose to shop. Fifty-three percent said they need better solutions to save more time, and at least 33% said they are increasingly using delivery and pickup options.

“Our data shows brick-and-mortar is still a first stop for moms, although e-commerce is bringing an entirely new level of accessibility and convenience,” said Julie Companey, director of grocery at Valassis. “Moms are balancing the need for speed, convenience and savings. Retailers and brands that can deliver on these three components, while also providing unique, personalized experiences, will help win moms over.”

Convenience is big. Thirty-six percent of moms said that they increased their shopping at stores that offer prepared foods and meals. But it also comes down to money. Seventy-nine percent said that low prices are critical to their decision, and 51% always or very often search online for coupons.