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It may seem eminently logical for American parents to be concerned about the welfare of their newborn babies, toddlers, and children more broadly.<\/p>\n
However, as Modern Retail reported, the twin drivers of safety and value are now more prominent than ever in the minds of U.S. moms and dads. Continuing economic pressures such as inflation and a higher cost of living might bear some of the responsibility for an increased interest in scoring a deal on baby-related products, and the proliferation of parenting groups on social media platforms could be the impetus behind a more socially and safety-conscious modern parent.<\/p>\n
With all of that being said, the question remains: How are parents \u2014 and parents-to-be \u2014 changing the way they shop in 2025?<\/p>\n
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Baby Safety Remains a Top Concern for New Parents<\/h2>\n
The baby safety products market has remained particularly strong in recent years and is expected to exhibit significant growth over the next decade, as Precedence Research indicated. The research firm outlined that the global market for baby safety products was estimated at a value of $255.83 billion in 2024, with North America being responsible for 33% of the market share in 2023. That global market is also estimated to grow to $431.64 billion by 2034, a figure representing a compound annual growth rate (CAGR) of 5.37%.<\/p>\n
Modern Retail writer Melissa Daniels gestured toward an increased focus on safety (and sustainability) when it comes to preferences exhibited by new parents when shopping the baby aisle, digitally or physically.<\/p>\n
\u201cGroup chats and forums saw an avalanche of news stories around lawsuits alleging microplastics in baby bottles and federal officials calling for investigations into Shein and Temu for potentially harmful products. The Consumer Product Safety Commission lists about 61 recalls in the \u2018baby and kids\u2019 category this year, ranging from toys to high chairs to crib mattresses,\u201d Daniels wrote.<\/p>\n
Sarah Ryan, director for research at What to Expect from Everyday Health, spoke to Modern Retail as to the nature of safety-based buying habits when it comes to parents of a newborn or young baby.<\/p>\n
\u201cSafety means different things depending on the category,\u201d Ryan said. \u201cIn some cases, it\u2019s about avoiding harmful chemicals. In others, it\u2019s about keeping the baby physically safe, like with a car seat. We\u2019re seeing that safety continues to grow as a priority for new moms.\u201d<\/p>\n
New Moms and Dads Buying Secondhand Products, Dipping Into Discounts via Coupons, and Embracing the \u2018Hand-Me-Down\u2019 Tradition<\/h2>\n
Daniels went on to add that secondhand items were also gaining traction with this demographic, particularly as these goods are often less expensive while also being built to last. Sustainability was a factor in this trend as well, but it was also an ethical issue exhibited by new moms and dads looking to reduce reliance on disposable items.<\/p>\n
Per Modern Retail, one of the biggest winners in this retail space was Rebelstork, an overstock and open-box marketplace. Attaining its products from over 2,500 other retailers, Rebelstork manages to divert a great deal of perfectly good products from hitting the landfill while also satisfying the needs of today\u2019s increasingly price-savvy parent\/consumer. Founder Emily Hosie elaborated on this note, underscoring the value proposition offered by her company.<\/p>\n
\u201cParents are very much looking for value-based products. But they\u2019re not looking for cheap things. They want good quality, but they want it at a deal,\u201d she said.<\/p>\n
What to Expect\u2019s Baby Registry Survey saw an uptick in moms who already had children using the service as a way to nab completion bonuses for purchases, as well as a venue to gain access to coupons. In fact, 41% of those polled admitted to using the registry in precisely this manner.<\/p>\n
Lisa Hutcheson, a retail strategist and managing partner at\u00a0J.C Williams Group, reiterated the importance of savings and sustainability to Retail Insider when discussing the subject. Parents are not only opting for quality secondhand clothing, as Retail Insider pointed out, but making sure that hand-me-downs aren\u2019t forgotten about.<\/p>\n
\u201cIn many families, the tradition of handing down clothes from child to child is not just a matter of practicality, but also a reflection of the durability and lasting appeal of well-made garments. It is also a reflection of a broader shift towards sustainable living. Families are increasingly recognizing the value of reusing and recycling garments,\u201d Hutcheson said.<\/p>\n
A Return to Nature: Digital or Otherwise<\/h2>\n
One last trend: a return to nature, particularly in the digital format if physical access to greenery and\/or wildlife isn\u2019t readily available.<\/p>\n
As UK-based TrendBible reported, parents are increasingly concerned about the lack of connection to the natural world when it comes to babies, toddlers, and young children raised in a tech-heavy society. Rather than look at technology itself as a necessary evil, TrendBible suggested that parents are turning to phygital (that is, a blend of physical and digital) opportunities to democratize exposure to nature via various means.<\/p>\n
That\u2019s not simply restricted to screen time, either. UK retailers across various subsections of the baby and children\u2019s space honed in on nature-based themes when promoting their products in 2024, according to the outlet.<\/p>\n
\u201cA fantastical, optimistic mood was heavily referenced in retailers\u2019 core summer ranges. This versatile trend transcended product categories, with vivid swirling repeats and utopian nature-scapes appearing across toys, textiles and accessories. Vibrant friendly creatures inspired motif across various retailers and regions, with bold clashing colours and patterns enhancing the sensory experience. Particularly notable in paper crafts, from retailers such as Fred Aldous and Paper Source, were surreal three-dimensional frogs and butterflies adorned with graphic patterns and unreal colourways, echoing a fantastical and otherworldly aesthetic,\u201d TrendBible stated.<\/p>\n<\/div>\n