State of the Baby Registry 2026
Signals for baby brands drawn from registry behavior across every retailer and a survey of parents
Get the free reportThree signals from this year's registries
There's a second selling season nobody markets to
$1,800
The typical parent leaves the shower with $1,800 and 17 items still unbought.
If you're marketing in the final month, you've missed it
8–10 wks
Gifting peaks 8–10 weeks before the due date and has collapsed by the final month.
Other parents close the sale, not creators
3×
Friends and family influence product choices about three times as often as creators do.
What's inside
- When to be live, and when your window closes
- Why big-ticket items stall, and what gets them bought
- Which categories are under-gifted relative to what parents need
- Who actually influences what goes on the list
- What parents regret buying, and what they wish they'd added
- How each major category behaves, from strollers to postpartum care
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Five signals for brands, plus the category-by-category data.
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