Research from the IPA found that in 2023, UK parents spent an average of £654.40 on Christmas gifts – over 60% more than what non-parents spent. The Christmas season is a critical time for baby and parenting brands to capture consumer attention as parents actively search for gifts and essentials for their little ones. When competition is fierce, and consumers are bombarded by marketing messages, it’s essential for brands to cut through the noise. Here’s our top tips for how baby and parenting brands can stand out in the lead-up to the festive period.

Emphasise emotional storytelling

Parents are often drawn to brands that resonate with their values and experiences. Emotional storytelling is a powerful tool for building trust and creating a connection with your audience. Heartwarming narratives that highlight the joy of family moments should be incorporated into marketing content, such as the magic of baby’s first Christmas, and how your brand’s products can make these moments even more special.

As trusted voices within the parenting community who share their own family experiences and product recommendations, working with influencers is great way to achieve this. When influencers create content that showcases family-orientated Christmas traditions, the excitement from little ones during the festive period, or the milestones of early parenthood, they provide real-life examples that resonate with parents. This form of user-generated content can often be the most relatable and impactful to consumers.

Maximising media coverage

‘Best gifts’ roundups and Christmas buying guides serve as trusted resources for consumers, providing curated recommendations during the peak shopping season. Visibility in these lists enhances brand credibility, driving consumer trust and increasing the likelihood of purchase.

Most publications and blogs plan their content months in advance. Brands should start pitching to journalists and bloggers by early autumn to secure a spot in popular gift guides. Maximise your chances of securing placement by highlighting your product’s unique features – such as safety, sustainability, or innovation – and explain why it’s the perfect Christmas gift for babies or new parents.

Capitalise on consumers shopping habits

Parents are proactive in their shopping habits, with many intending to complete their Christmas shopping earlier than non-parents. For instance, 18% of parents plan to shop in September and October, compared to 13% of non-parents.

By keeping this in mind and staying attuned to the shopping habits of parents, brands can use these to their leverage. Running well-timed promotional offers that occur earlier in the year when parents are on the lookout for deals, including Black Friday discounts, brands are able to entice shoppers to choose their products over competitors’.

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