If you’ve tried shopping for baby gear this season or talked to an expecting parent, you already know the vibe: it’s less nesting, more Hunger Games.
Welcome to baby registry, 2025 edition.
With new tariffs on imported goods and a jittery supply chain, the aisles of baby shopping aren’t overflowing with options, they’re often eerily empty. Car seats are backordered. Even popular bassinets and monitors are selling out before baby shower invites go out. And parents aren’t waiting until the third trimester to prep, they’re stockpiling essentials early, buying duplicates, and adjusting their registries based on what’s actually available.
As marketers, we’ve seen this before.
During the 2022 formula crisis, the supply chain buckled, and parents were left scrambling. It wasn’t just a shortage of product, it was a breakdown in trust. Shoppers don’t forget that. This is why there’s a “get it while you can” mentality driving urgency (and anxiety) around baby shopping.
For Brands, It’s a Critical Moment
Marketers who show up with empathy, value, and real-time relevance to the right people win.
Expecting parents aren’t looking for generic lifestyle ads or fluffy brand stories right now. They’re looking for solutions. Smart brands are adjusting their playbook in three key ways:
1. Using Predictive Data to Identify In-Market Shoppers
This is not the moment for spray-and-pray targeting. With rising CPMs and volatile supply, every ad dollar needs to land with someone who’s actually in-market. That’s where Skydeo’s predictive audience segments come in.
We’re helping baby brands, retailers, and consumer goods companies identify:
- “Expecting Parents” (tracked by behavioral, location, purchase and app-based signals)
- “Baby Shower Hosts”
- “New Grandparents” (gift buyers with disposable income)
- “Eco-Conscious Baby Buyers”
- “Registry Builders” (based on app installs and search patterns)
You don’t need to shout louder. You need to talk to the right people.
For example, Skydeo’s predictive Graphs let you reach expecting parents with precision. Use ShoppingGraph to target buyers of specific brands like Huggies or Pampers. Tap into HouseholdGraph for demographic insights. With AppGraph, you can reach users of baby-focused apps. ContextualGraph helps identify those planning baby showers, while PlacesGraph pinpoints shoppers visiting baby retailers in the real world.
2. Leaning Into Availability Messaging
Inventory is a value prop. If you’ve got the item in stock, say it. Promote it. Lead with it.
We’re seeing brands who run urgency-based creative (“In stock now,” “Ships this week,” “No waitlist”) drive 30–50% higher CTRs compared to brands with generic baby copy. It’s not just about brand love only, it’s about functional confidence.
3. Supporting the Stockpiler
Parents aren’t just buying for now, they’re buying for later. That means multi-pack bundles, auto-refill subscriptions, and “buy now, ship later” options are more appealing than ever.
Market those programs. Make them simple. And use segments like “First-Time Parents” vs “Second-Time Parents” to tailor your offers.
For example:
- First-timers may want product explainers and trial-size bundles.
- Second-timers might want bulk-buy discounts or registry credit.
The Emotional Layer Still Matters
Yes, shopping feels more tactical right now, but the emotional stakes are still high. This is one of the most meaningful buying journeys a consumer will go on. The brands that get it, that make life easier, less stressful, more thoughtful, will earn loyalty for life.
Show up with the right offer, to the right shopper, at the right time, that’s how you win when trust is in short supply and shelves are even shorter.
Want to market smarter to parents this season?
Skydeo Audience Marketplace (SAM) gives you instant access to 30,000+ predictive audience segments, including in-market baby shoppers and registry builders. Sign up for free and start building better campaigns today.