Approximately 3.9 million babies are born in the US each year and of those 1.53 million will be born to first-time moms. New moms are ideal customers given their many one-time and ongoing purchases related to baby’s arrival.
According to reports from BabyCenter, new moms will spend an average of $10,616 during their babies’ first year and $4,424 will be spent before baby even arrives! A variety of products, services, and other resources will be needed to help prepare for baby, including:
- Baby Carriers
- Strollers and more
Reaching these new moms while they’re preparing for baby’s arrival is key to establishing long-term brand relationships. A good place to start is analyzing your current customer file, which can be enhanced with a prospect file from a reputable third-party data provider. Be sure to look for a company that multi-sources its data and offers both prenatal and new baby data. This will allow you to target consumers both when they’re preparing for baby and in the months after baby’s arrival.
While there are core items needed for new babies, price points and the level of purchase involvement will vary between both items and parents. Buying baby wipes is a low involvement decision, while a stroller or a baby carrier will cost more and likely be a one-time, high involvement purchase.
Pinpointing Ideal Customers
Consider segmenting your target audience and further refining your audience profile with relevant demographic and lifestyle attributes to pinpoint which consumers make the most sense for you to target.
Demographic attributes like household income, home value, and the presence of children, for example, can be particularly useful. An expectant parent who already has a child will likely not need high-ticket items whereas a first-time parent will.