What Millennial Parents Value in Baby Gifts
Millennials, also known as Generation Y, are those born from 1982 to 2000, according to The United States Census Bureau. The estimated number of U.S. millennials in 2015 was 83.1 million people, which surpasses the number of living Baby Boomers.
- More than 40 percent of Millennials are parents. [
- Millennial shoppers spend approximately $600 billion in the United States each year. [
DEMDACO surveyed more than 1,000 Millennial parents across the country, asking what types of gifts they like to receive for their children or give to other Millennial parents. Millennials are, on average, six percent more likely to purchase a gift for baby than older demos!
Here’s what we learned that Millennial parents look for in a gift for their child or when shopping for others:
- Tells a larger story
- Opens a meaningful, authentic, or possibly difficult conversation
- Provides a function
- Encourages cognitive development and reading
- Can be personalized
- Features unique design and lots of color
- Whimsical characters like Unicorns and Mermaids are popular
DEMDACO products that tested highly with Millennials:
Welcome to the World Message Friend
This sweet friend makes a unique, personalized keepsake gift by adding love notes on the bear using a permanent marker or fabric marker. Whether it’s the centerpiece of a baby shower or at baby’s home, this gift is meant to be covered with messages of love from family and friends and displayed in a nursery. It also features a pocket on the front for holding photos and notes.
More than 70 percent of Millennial parents surveyed said they would purchase this for themselves or others.
Rainbow Baby
The Rainbow Baby collection starts a challenging and authentic conversation in a way that celebrates tiny miracles with uplifting designs and vibrant artwork. The message this collection tries to convey is that just as a rainbow follows the rain and promises hope, so a rainbow baby brings love and light after a difficult time. Collection includes a rattle blankie, the Rainbow Bear, and nursery keepsakes such as a photo frame and photo swaddle. More than 60 percent of Millennial parents surveyed said they would purchase this for themselves or others.
Noah’s Ark by Lori Siebert
This artist-driven line tells the timeless Noah’s Ark story with nursery accents that complement the best-selling Poetic Threads bear design. Featuring Lori Siebert’s trademark lettering, messages and sentiments from the story can be found on a wide-range of themed nursery keepsakes, soft blankies, and plush animals. More than 60 percent of Millennial parents surveyed said they would purchase this for themselves or others.
Sparkles the Unicorn and Big Waves Mermaid
Unicorns and mermaids are on-trend, and these two collections of blankets and plush characters are colorful favorites that are designed to shine for Millennials’ kids. Sparkles the Unicorn encourages little ones to “always keep your sparkle,” while the Big Waves collection features a charming mermaid and her friends from under the sea in multiple nursery formats. More than 60 percent of Millennial parents surveyed said they would purchase this for themselves or others.
Additional products for Millennial gift buyers:
Photo Swaddles
These message-driven swaddles offer memorable backdrops for photo shoots with baby. Photo-driven social media platforms such as Instagram are very popular with Millennials. This collection of photo swaddles helps enhance the environment for extra-special milestone photos. Swaddles can also be used as nursing covers, stroller covers and for keeping baby warm.
Our Gift from Willow Tree®
As Willow Tree sculptural figures approach nearly 20 years of celebrating life’s milestones and special moments, their appeal spans multiple generations and remain a popular gift for new parents. The “Our Gift” piece marks new beginnings, new babies, new families—and the loving relationships that develop between parent and child, or grandparent and child.
Mommy and Me Activity Scarf
Inspired by experiences with her own children, this collection from artist Jennifer Heynen promotes together time between parent and child. These items foster emotional well-being and brain development for baby. Our unique and lightweight Activity Scarf hangs around mom’s neck while keeping baby happy and entertained with a built-in rattle, squeak toy, pocket and various textures. This collection also includes the Activity Bib, Activity Blankie, and a series of Activity Books.
Our Little Library
This collection of soft books is easy for little fingers to open and close and encourages reading from a young age. The spirit of storytelling is introduced with vibrant designs and classic tales. Featuring a child-pleasing light-colored palette, these soft books are good baby presents for any occasion, and an educational toy for the nursery.
Storytime Event Kit
Millennials value shared activities with their children. Try hosting a storytime event in your store to encourage shoppers to browse, stay longer, and experience something fun and memorable with baby in your store. Download our free printable flyers, bag stuffers and image for social media for how to make this an unforgettable event. Remember to share on social media before, during, and after!
