John Lewis reveals how lockdown has impacted parenting trends

How lockdown has impacted parenting trends: John Lewis reveals sales of safety gates, baby monitors and bouncers have more than doubled since the start of the pandemic as families spend more time at home

  • Data from John Lewis shows how families prepared for life at home with babies
  • Purchases of baby gates increased by 170 per cent and monitors by 114 per cent
  • There was also a marked increase in the amount of ride-on toys purchased

While all parents are eager to be well prepared for the arrival of a new baby, data has revealed that lockdown spurred them on to be as well equipped as possible.  

Sales data collected by John Lewis has shown that families started stocking up for new arrivals with safety gates and carriers seeing an increase in sales.

The retailer recorded a doubling of sales of products such as baby monitors and ride-on toys, as families spent more time at home during lockdown, which was implemented in March.  

Also, with friends and families kept apart by social distancing measures during the Covid-19 pandemic, personalised gifts became a popular choice among shoppers.

John Lewis also noted an upward trend in the purchasing of baby technology such as baby monitoring equipment (stock image)

What parents purchased during lockdown  

PRODUCT 

Baby bouncers

Rockers 

Ride-on toys

Baby gates 

Baby carriers and wraps 

Baby monitors 

100% cotton bedding 

SALES INCREASE 

124%

61%

38% 

170% 

31% 

114% 

55% 

To keep their children entertained while stuck at home in lockdown parents bought 124 per cent more baby bouncers and 61 per cent more rockers, while Ride-Ons saw a whopping 381 per cent increase in purchases. 

One of the other big sellers that saw a rise in popularity during lockdown was baby gates, the sales of which rose by 170 per cent.

Additionally, products such as baby carriers and baby wraps saw a 31 per cent increase in sales.

Meanwhile items of baby technology such as the Bluebell Smart Baby Monitor and the Motorola Halo+ HD Smart Video Baby Monitor also saw meteoric rises in sales, with baby monitors in particular selling well, up by 114 per cent.

It also seems that products made from sustainable materials were also favoured by parents with bedding made from 100% cotton selling 55 per cent better and wooden baby toys seeing a rise in popularity.

The data comes as John Lewis launched its ‘All Things Baby’ services which are free of charge.

Appointments for the services, both online and in store, can be booked on their website and is part of the company’s plans to modernise and replace its traditional nursery advice services.

Claire Pointon, Customer Director at John Lewis said: ‘We’re modernising our offer to respond to the specific needs of our customers today, with inspiration, ease and convenience at the heart of this.


Items such as baby gates (left) saw an increase in sales by 170 per cent and and wooden baby toys (right) also sold well

‘We understand how important it is for parents to receive impartial, expert advice to prepare for the arrival of a baby – in a format and at a time that is convenient for them. It’s why we launched our virtual nursery services earlier this year. 

‘We’ve listened to our customers and heard that some simply want advice on a particular product or area, while others are looking for a full ‘A-Z Baby’ consultation. 

‘That’s why we’ve launched our brand new “All Things Baby” services, enabling parents the flexibility to book shorter or longer appointments depending on what they are looking for.’

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