Baby and Kids' Merchandise Top Trends for Great Sales

By Sara Karnish

Style, comfort, and ease are three of the top features parents look for in merchandise for babies and kids.

“I have two outstanding categories—play wear and dress up,” said Jean Knouse, owner of The Kiddie Korner in Danville, Pa. “In those categories, my best-sellers are a line of chenille jackets that almost feel like a soft towel. They are super big sellers for babies and young toddlers. They make a great shower gift. For infants, there isn’t any one thing that stands out with the exception of converter gowns for small babies. People who are looking for soft things who love quality, well-made items give them as gifts.”

Marilyn Zipfel, owner of Lass and Laddie, with locations in Kirkwood, Mo., and St. Charles, Mo., said her best-sellers are “baby clothing—smocked or organic. Everyone who welcomes a new baby in the family wants to celebrate with something new and special to congratulate them. Also, my handmade pieces are a hit,” she added. Colleen Whitaker, owner of Pitter Patter in Bath, Maine, said infant clothing is her overall biggest seller. Lisa Steele, owner of Pipsqueaks Boutique in Kennewick, Wash., said, “My best-selling product is clothing in sizes 0 to 24 months, and also pacifiers. I think most of the time when people are shopping a boutique, they are conscious of what they are putting on their babies more than toddlers. Toddlers are generally rougher on clothing, and [customers] realize they don’t need the higher-priced garments for toddlers; however, they do want comfortable, good-quality clothing for a baby.”

Apparel trends continue to lean toward gender-neutral colors and styles, as more parents are not learning the baby’s gender ahead of time. Steele said she is seeing this tendency with her customers. She added, “We’re also seeing more muted tones for boys and girls. Fashion-wise, moms love to dress little girls like the mom. Right now we have a line of [clothes] with a 70s vibe—they are digging it. The little girls look more like mom.”

Rather than trending styles, however, Knouse continues to see customers’ demand for timeless looks. “In my store, softness and washability continue to be top requirements,” she said. “Most of my customers with 3- and 4-year-olds are not looking for trends—maybe a motif like a

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Showrooms: January 10–16, 2023

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