The baby market is booming. Whether it’s brands selling stylish clothes or tech companies vying to create the latest must-have electronic kids’ toy, it seems that products for children and babies are everywhere we look. While this leaves parents spoilt for choice, it also creates a highly competitive space from a business perspective which can make it hard to grow. If you’re tasked with running or marketing a baby brand in 2025, here are some strategy tips to help your brand stand out.
1. Understanding Your Target Audience
The first thing you need to do is understand your target audience. It goes without saying that parents and grandparents are your primary audience who’ll be spending the most money on their new addition to the family. Knowing where and how to target these age groups is therefore key. As new parents are likely to fall into the millennial age bracket, it’s fair to assume they can be targeted through social media. As a result, it’s key to have a strong presence on social media through organic content but it could also be profitable to run social media ads too.
Grandparents are less likely to be found on socials, but can still be found online. As a result, it’s important to ensure your website is optimized for SEO and is ranking for high-volume keywords. If you’re a new brand, this can be difficult so you may also want to run search ads to catch the attention of older users.
2. Brand Building
Don’t underestimate the importance of a strong brand. This includes your name, logo and anything else that contributes to your brand identity. Focus on your brand’s story and what makes your business unique from its competitors. From there, you can try to bring this through in your branding efforts so customers have a clearer idea of who you are and what you stand for.
Nowadays, it could be argued that a strong personal brand is just as important as a company brand. Try and tell your own story on platforms like LinkedIn and Instagram. Give customers a glimpse into your own life and build a connection with the people who you would perceive to be potential buyers. You’ll find that individuals connect far more easily with people than they do businesses, so efforts to build a personal brand will likely be more lucrative.
3. Physical Marketing
If your baby shop has a physical location, you should definitely try to use this to your advantage. Many brands of today, such as Petite Lumiere, choose to operate solely online as e-commerce businesses, so you’ll find that having a physical location can massively differentiate you.
To take advantage of this, use your store as a hub for events. Focus on events that would appeal to your target audience. Any form of parenting or baby care workshops would likely be well attended. You could even have well-known guest speakers attend to deliver their expertise to parents and soon-to-be parents.
If you can offer valuable information to your target audience through these events, you should find that they build a closer relationship with your brand. The best brands today focus on building a community rather than a pool of customers, which sees consumers become loyal to the brand which increases repeat purchases and revenue as a result.
4. Creating an Effective Online Presence
While creating an offline presence is important, there is a good chance that most of your purchases will come from online customers. As a result, creating an online presence should be a vital part of your growth strategy.
As mentioned already, SEO, social media ads and PPC campaigns can all be used to increase your visibility online. But this means nothing if they lead to a poorly optimized website. Before rolling out your marketing efforts, make sure your website is offering a solid user experience in terms of speed and usability.
A great user experience covers many areas. If you are an e-commerce brand though, ensuring products can be easily found is an important part of your user’s experience. You will also want to ensure they are being displayed in their best light. This should help increase the length of sessions and also increase conversion rates.
5. Encouraging Repeat Purchases
Attracting new customers to your baby shop is great, but to survive, you’ll need to keep customers coming back for more. While offering great products and building a strong brand is one way to achieve this, there are ways you can combine marketing with repeat purchases.
Whether an offline business, online or a combination of both, it’s common to see loyalty programs that are designed to promote repeat spending. Offline, it’s common to see businesses like cafes offer a free drink after a certain amount of purchases.
E-commerce brands have the luxury of being more innovative in their approach to loyalty programs. It’s common to see differing loyalty tiers that customers can progress through by spending money. Each tier often comes with bigger and better benefits.
It’s also important to collect this data so it can be used to create more personal marketing material. For example, targeted promotional emails can be crafted based on past purchases to try and generate extra purchases.
6. Utilizing Influencer and Affiliate Marketing
For new brands, most growth strategies need to be implemented with a long-term approach. In the early days, it can take some time to see results from strategies like SEO and social media marketing.
One way to speed up growth is by tapping into other individuals’ audiences, especially those with large followings on social media. Partnering with individuals to promote your business via their social media is known as influencer marketing.
Most influencers require payment in exchange for promoting brands. For new brands with smaller budgets, it may be worth exploring free options such as offering free products or working on a commission basis.
7. Exploring Partnerships
Finally, there are plenty of baby-focused brands. Consider finding brands to partner up with in a way that benefits both you and them. For example, brands selling baby clothes could partner up with brands selling baby shoes to offer a cross-business bundle on both websites with both businesses taking a share of any sales.
You could also explore partnering with charitable causes relating to babies and infants. Limited edition product launches with proceeds going to charity are a great way for a new brand to attract headlines and positive PR which could then translate into extra sales.
Final Thoughts
The most effective way to grow your baby brand really depends on a range of factors, and the right strategy will differ from one brand to the next. However, it’s important to stay on top of current trends and innovations within your industry and in the wider business world. This will help you adapt your strategy on an ongoing basis.
It’s also important to remember how competitive today’s digital landscape is, you won’t just be competing with direct competitors in your industry when it comes to winning attention online. As a result, it’s important to keep creativity and originality at the heart of any growth efforts to ensure your marketing material stands out and grabs attention.
About the Author
After completing a University degree in Journalism, Darcy Fowler has dedicated a lot of time to learning about the dynamic world of ecommerce; working in multiple sectors while continuing to broaden her knowledge. Darcy is determined to provide interesting and insightful content with the hope of inspiring others.
