Merchandise that Is Perfect for Showers of Happiness

Baby Shower Gifts at Baby Stores

By Sara Karnish

From the precious to the practical, baby shower gifts meet a wide range of needs for parents-to-be. Baby store retailers strive to offer shoppers the latest trends while continuing to carry the tried-and-true essentials for newborns. The goal is to have everything new parents need to get their little one off to a good start.

“Swaddles [are a best-seller] for sure. Also footie pajamas,” said Becky Salyer , owner of Bumps ‘n Bundles in Billings, Mont. “The swaddles are something that’s easy to use in a multifunctional way—you can swaddle the baby, or use them as a nursing cover. They’re nice and lightweight. The footie pajamas sell well because babies like to be cozy. We carry a lot of bamboo footed pajamas. There’s nothing better than holding a baby that’s in something super, super soft.”

Macy Mulligan , owner of Plaid Rabbit Gifts in Nashville, Tenn., said they have two standout brands: “Definitely [the brand] Kissy Kissy—that’s probably our Number One selling brand overall. They’re a soft pima cotton brand out of Peru. They make designs in all kinds of prints, from a plain white onesie to different prints and patterns. Our top gift line is Jellycat. That line does really well. They have just about every kind of plush animal available.” When it comes to baby shower gifts, sometimes the everyday items are the most appreciated. Susan Macko , owner of LemonLlama Boutique in Avon, Conn., said, “Because we have such a varied collection of options, I find we sell a little bit of everything, really. Our top-selling baby gifts are assorted footies—some bamboo, some pima cotton, some magnetic—chenille sweaters, and handmade bibs.”

Retailers use various strategies to promote their store as a destination for baby shower gifts. “We do offer [baby shower] registry, so that’s helpful,” Mulligan said. “We also offer complimentary gift wrap for any gift bought at Plaid Rabbit. People love the idea of pulling up in the parking lot, coming in, get a gift off the registry, and it’s wrapped right here. If the momto-be is not on the registry, the person can still shop and find a nice item. When they walk out, they have a perfectly wrapped gift and can go straight to the shower. I’m sure some folks do that.” Brand recognition is helpful when it comes to being a shopping destination. “It starts with carrying the correct products moms and gift givers love,” Salyer explained. “We also offer gift wrap. I think when people see the iconic striped paper from our store, they get excited to see the gift. They know it came from Bumps ‘n Bundles.” Macko said, “It’s very important to us that the gift be nicely presented, so we have boxes, gift bags, tissue, and ribbons. I think people come in for a gift knowing it’s all wrapped and set to give. Also, we have a wide variety of choices and price points, including many handmade options, so this too may be a reason to shop here.”

Amie Grubb , owner of Sweet Pea Children’s Shop in Bethlehem, Pa., said her best-sellers and “go-to” baby shower gifts include “footie sleepers as far as apparel. Blankets, stuffed animals, and books for gifts. I think they are big sellers because babies practically live in footie sleepers for the first few months. They’re comfortable for the baby and easier for the mother to dress them. Blankets are versatile—depending on the season you can swaddle the baby, or drape it over a stroller when out for a walk. Stuffed animals are good sellers because who doesn’t like a cuddly stuffed animal? Sometimes there is a book that will match with the stuffed animal, which makes a nice gift.” She added, “Grandparents

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