editor’s letter

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Welcome to the February issue –which is also the month of ‘amore’!

It did get me thinking, am I the result of a Valentine’s Day conception with a November birthday? Data back in 2015 did show an increase in birth rates during late September early November following Valentine’s Day that year – so it is possible! Can we expect to see a further spike this year during those months?

So, it got me thinking and ‘googling’ and taking a look back over information available that relates to Valentine’s Day conception rates and I found that in 2015 figures from NHS England revealed there was a 5% rise in conceptions around Valentine’s Day of that year.

According to these 2015 figures that were analysed for the first time, there were 16,263 babies conceived in the week of Valentine’s Day, up on an average of 15,427 each week.

Another 16,344 were conceived the following week meaning that it is possible that Valentine’s Day is second only to Christmas for the number of women becoming pregnant.

While on the subject of birth rates, and interesting when we consider the above information, for the first time since 2015 the number of live births in England and Wales given by the ONS increased annually. In 2021, there were 624,828 live births, an increase of 1.8% compared with 2020 (613,936).

Therefore, my question to all you retailers out there is do you notice any spike in expectant parents coming into your store or browsing through your websites within the three months (or slightly earlier) following Valentine’s Day and perhaps also experience a solid increase in purchasing products in readiness for their new arrival which would be due late September early November.

Oh and by the way, my mother was very coy in her response of when I was conceived – she neither confirmed nor denied!

So now to take a look at this issue. We highlight a number of product categories, including bathtime essentials, nappies and toilet training items, while also shining the light on Swaddles and items for premature babies.

Our contributors have also penned articles of interest, with Pramland’s John Barker giving advice on how to best manage your floor space while over at FanFinders (Your Baby Club) their CCO and co-founder

Tewkesbury and quite a number of those taking part stay over to enjoy the day. It is a real industry get together and the golf is played in a most relaxed atmosphere.

It is the only industry golf day in the Nursery calendar with some amazing cups and trophies to be won, including the team four-ball BabyStyle trophy and the JMDA cup Including a morning nine-hole

Adam Gillett discusses the results of their latest surveys on the cost-of-living crisis and ties together the themes of support that parents are craving from brands.

You will also have spotted that our cover hero this month is Snüz. This iconic, trusted and much-loved co-sleeper has been used by over half a million parents globally and has quite the wall of fame when it comes to celebrity fans, including Lucy Mecklenburgh, Alex Jones, Helen Skelton, and Giovanna Fletcher to name a few. Simply turn to page 10 to read more!

On a final note, if you’ve not considered it before and fancy finding your ‘swing’, why not check out our Annual Golf Day. The 23rd Nursery Today Golf Day is set to take place on the Tuesday the 4th Ju;y at Puckrup Hall. This is a Hilton Hotel course not far from

Texas Scramble followed by lunch and the afternoon round for the main prizes. A barbeque presentation dinner follows with the event normally over by around 8.30pm. Everyone is welcome to join in this fantastic networking and fun memorable day. Cost per player is £110. Finally, with all the worries of the day that beset our country currently, a day spent on the golf course with industry friends makes a welcome day out.

Simply contact Malcolm (Bubba) Naish to find out more: malcolm@lemapublishing.co.uk