Babylist, a platform for new and expecting parents, has released its first-ever market data report, The Business of Baby. The report is centered around the journey new parents take as they prepare for baby, especially as they make product decisions. The report reveals key insights into how and when new parents select over 2 million baby products with purchasing patterns of more than 300,000 gift givers. By distilling this data—and surveying thousands of registrants and gifters—Babylist has uncovered key trends for everyone in the business of baby.
Key findings include:
- The cost of items on registries has been going up—since 2015, Babylist has seen a 24% increase in the average item price.
- Parents are willing to pay for innovation. For example, new, safer materials have led to an 11% jump in bottle prices in the last year alone.
- Gift givers get lavish: only 28% say they shop using a budget, and 1 in 10 are looking to spend $250 or more.
- The forecast calls for multiple showers: 72% of registrants have more than one baby shower
- Building a baby registry is practically a full time job: On average, Babylist users spend a total of 40 hours building and tweaking their registries.
“We used Babylist to prepare for our second son, who is about to turn 3 months old,” says Marina Gregory, a Babylist customer. “I noticed a huge difference between the products available now and what I saw with my first son, and it’s only been three-and-a-half years! There’s a lot of innovation, a lot more tech and smart products. It was important to me to be able to register for products from anywhere. I don’t live close to family, so the ability for them to click and ship was key.”
Registries serve multiple purposes for expecting parents. They use it as a checklist, constantly adding and deleting items from their registries. They consult new sources of information. They also rely on Babylist recommendations to navigate product decisions and they consider both practical and emotional factors. Gift givers bring entirely different criteria to the equation, influenced by everything from family relationships to budget to baby shower etiquette.
“The baby market is completely unique as a retail segment; it’s tough to build long-term brand loyalty when your market is moving in and out of a specific lifestage,” says Natalie Gordon, CEO of Babylist. “Since we’ve created a truly universal registry, we have a unique, bird’s eye view to the trends in new parenthood, which anyone in this business can benefit from.”