The baby registry used to be the cornerstone of preparing for parenthood. Expecting parents would walk into a store, scan a list of items, and then wait for friends and family to fulfill their needs at the baby shower.
That model is fading fast. Today’s parents aren’t just checking boxes on a registry, they’re curating a constantly evolving collection of products, sourced through social media, peer advice and lived experience. Shopping for babies has become a journey that stretches far beyond the shower, and brands that fail to recognize this shift risk losing relevance in a market that’s more fluid, personal and socially influenced than ever before.
What we’re seeing is not just a change in what parents buy, but how and when they buy it. From TikTok reviews to late-night Facebook group threads, the modern path to purchase is fragmented, real-time and driven by trust more than tradition. The brands that will win in the baby category are those that understand that the registry is just the starting line.
The Evolving Role of the Registry
Parents are still creating registries, but their purpose has shifted. It’s no longer a one-time checklist; it’s a foundation. According to the Grand View Research Baby Products Market Report, parents are prioritizing safety, quality and eco-conscious materials, with increasing demand for chemical-free toiletries and organic baby food. Items like cribs, strollers and monitors still top the list, but there’s a growing interest in products that reflect personal values and lifestyles.
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At the same time, registries are no longer confined to the pre-baby period. Purchases are spreading out across the first year of life, as parents realize that some needs can’t be anticipated until they arise. A wearable breast pump or a rotating car seat might not make it onto the registry, but they’ll be bought months later when convenience becomes a top priority. The registry is now a living document, not a static list.
Ongoing Discovery Through Social Media
Today’s parents are highly intentional about what they buy, and when. They’re not just looking for what’s popular; they’re looking for what works for them, in the moment. That’s why platforms like TikTok and Instagram have become critical tools for product discovery. According to the GlobeNewswire Online Baby Products Retailing Market Report, short-form video content is fueling much of this discovery, with parents turning to creators for real-time demonstrations, honest reviews and product comparisons.
The rise of “baby product hauls” and “day in the life” videos has changed how parents learn about products. They’re not reading instruction manuals, they’re watching a mom on TikTok explain why one breastfeeding brand saved her throughout her own personal feeding journey.. These videos don’t just inform; they validate. They offer a glimpse into real usage, which builds far more trust than a packaging claim ever could.
Facebook parenting groups and Reddit threads also are playing a role in this ongoing discovery. In these spaces, parents seek advice not from experts, but from peers. It’s not about what’s best on paper, it’s about what worked for someone in a similar situation. That’s a powerful shift in influence.
The Influence of Influencers
Influencer marketing is no longer a nice-to-have in the baby PR space, it’s a core driver of purchasing decisions. According to the Mintel U.S. Baby Durables Market Report, trusted influencers have a measurable impact on brand loyalty and product selection. Parents are drawn to creators who feel relatable, who show the good and the hard parts of parenting and who offer genuine recommendations.
The most effective influencer campaigns aren’t overly polished. They’re raw, honest and specific. A creator talking about how a certain white noise machine helped her baby sleep during a regression carries more weight than a celebrity endorsement. And brands that build long-term relationships with these creators, rather than one-off sponsored posts, are seeing stronger returns.
A great example of this can be seen in the rise of parenting influencers like @thebabychick and @wellrestedweeones, who have built large, loyal followings by offering useful, empathetic content. Their influence extends beyond product recommendations; they shape how parents think about sleep, feeding and development. When they mention a product, it doesn’t feel like an ad, it feels like a tip from a trusted friend.
Meeting Needs in the Moment
One of the most significant changes in how parents shop is the shift toward in-the-moment purchasing. Sleep regressions, teething, growth spurts — these moments can’t be predicted, and they often drive urgent buying behavior. Parents aren’t stocking up “just in case” anymore. They’re waiting to see what they need, then acting fast.
This is where word-of-mouth becomes incredibly powerful. When a parent is up at 2 a.m. with a screaming baby, they’re not going to comb through product reviews. They’re going to text their mom group or search a Facebook thread for what worked for someone else. According to the Mintel report, these peer recommendations are often more persuasive than professional reviews or brand messaging.
Brands that want to be part of this moment need to be present where these conversations are happening. That means showing up in social feeds, in parenting groups and in influencer content with products that solve real problems. It also means being ready to respond to shifting demand quickly, because parents won’t wait.
Rethinking the Marketing Funnel
The traditional digital marketing funnel consisting of awareness, consideration, purchase, doesn’t hold up in this space anymore. Parents don’t move linearly. They bounce between discovery and purchase, often influenced by emotion, fatigue or a sudden need. Brands that cling to the old model will miss the mark.
Instead of focusing all efforts on the baby shower moment, brands should be thinking in terms of life stages. What does a parent need during the third trimester? What about at six weeks postpartum, or at the four-month sleep regression? Each of these moments is an opportunity to provide value, build trust and earn loyalty.
Creating content and campaigns that speak to these milestones is far more effective than a one-size-fits-all registry push. It’s about meeting parents where they are, with the right message at the right time. That might mean a TikTok tutorial on installing a car seat, a blog post on introducing solids or an Instagram Live Q&A with a pediatric sleep coach.
Brands also need to be agile. When a product goes viral on TikTok, demand can spike overnight. If you’re not ready to fulfill that demand, or if your content doesn’t reflect that trend, you’ll lose out. The brands that win are the ones that can move fast, adapt to what parents are talking about and stay relevant across the entire parenting journey.
The Path Forward
The shift from registry to real-time discovery isn’t a trend; it’s a new reality. Parents are no longer shopping based on a list they made five months ago. They’re buying based on what they learn, what they see and what they need in the moment. They trust influencers, they listen to peers and they expect brands to keep up.
For parents, this means staying informed and staying connected. Look to creators who feel authentic, ask questions in your parenting groups and don’t be afraid to buy what you need when you need it, even if it wasn’t on your registry.
For brands, the message is clear. Stop thinking about the baby shower as your one shot. Start thinking about the first year of life as an extended opportunity to earn trust, build loyalty and show up with value. The parents are watching, asking and buying — just not in the way they used to.
Mallory Brown serves as an SVP within 5WPR‘s Wellness division, specializing in consumer wellness and parenting. She spearheads comprehensive public relations campaigns for her clients who range from up-and-coming brands to widely recognized global companies within the diet, fitness, supplement, baby/juvenile and parenting goods and parenting app space.
