Stationery Trends Magazine

The Baby Market from A to Z: A Photo Essay

Twenty-six ways to create a storewide baby boom
By Sarah Schwartz, Editor



Although the economic outlook is pretty grim, one thing is thriving: our birth rate. According to the final 2005 report and preliminary 2006 report on births from the Centers for Disease Control and Prevention, America is experiencing climbing birth rates.

In fact, we're having a bit of a mini-baby boom, with an increase of 3 percent from 2005 to 2006. While that figure might seem paltry, it's the largest single-year increase since 1989 — and the largest total number of births since 1961.

So, it's natural that everyone wants theirs to stand out. “New parents want to express their individual style and personalities through their baby announcements and notecards,” said Karen Bullard, owner and artist of karen cole paper.

Interestingly, selections often become more about personal style than the baby itself. “Consumers want designs that are more sophisticated and less babyish or childish,” commented Lysa Goodman Poore, owner/designer, demby + solomon Fine Printed Goods. “It's about what appeals to parents until the child is old enough to have its own preferences. Modern moms seek out good design.”

Remember, this market is not just about mom and dad — there's extended family and friends to consider. People spend money on babies and kids! Where consumers may be slacking off on entertaining or decorating their homes, they are spending money on their kids,” pointed out Elaine Stillman, CEO and co-owner of Penny Laine Papers.

As well, don't overlook grandparents, cautioned Penny Nye, the company's creative director and co-owner. “We're seeing a big demand for grandparent products. Increased life expectancy and healthier lifestyles have made this a larger demographic, and today's grandparents are able to be more involved with their grandchildren, thus seeking out products to 'show off' their progeny.”

It's also wise to extend your sense of the market to include toddlers — these customers don't disappear after baby hits a year old. With so much to it, this can be a tough market to serve. So here are 26 fabulous offerings to take you through it step by step.

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Originally posted Wednesday, Apr. 21, 2010