Londoners splurge on pre-birth celebrations: New data reveals gifting trends
As households across the UK navigate rising living costs, Londoners are increasingly embracing pre-birth celebrations, with spending on baby shower gifts averaging an impressive £147.66, significantly higher than the national average of £102.91
These events, including baby showers, gender reveals, and other pre-birth festivities, have seen a remarkable surge in popularity, carving out their own significant place alongside birthdays, weddings, and holidays.
Social media platforms like TikTok are driving this trend, with the hashtag #babyshower gaining over 1.3 million UK videos. Meanwhile, the hashtag #genderreveal has exploded to 14.1 billion views, reflecting a growing global enthusiasm for sharing these unforgettable moments online. To explore this trend further, TK Maxx surveyed over 2,000 people to understand how people feel about pre-birth celebrations.
The Rise of Baby Showers
Our survey shows Londoners attend pre-birth celebrations above the national average, with 33% having attended a baby shower. In this, millennials attend the most, celebrations such as pregnancy reveals (29%), gender reveals (33%), and mother’s blessings (25%). In contrast, participation declines among those over 55, with only 15% attending baby showers and even fewer joining pregnancy (5%) and gender reveals (6%).
As these celebrations continue to rise in popularity, younger generations are reshaping traditional milestones, with a sense of excitement and engagement in sharing these significant moments.
London's Generous Gifting: Spending More, Choosing Carefully
The data reveals that Londoners are not only attending more pre-birth celebrations, but they're also spending more on gifts. While gender reveal parties average a hefty £2,573, and baby showers typically costing around £1,994, the average spend is £102.91 on pre-birth gifts, rising to an impressive £147.66 in Greater London.
In terms of gift selection, Londoners are opting for baby clothes as the most popular choice (59%), followed by essentials such as nappies and bottles (45%), toys (36%), and gift cards (33%).
The growing popularity of these celebrations is also reflected in search trends. In the past five years, searches for ‘baby shower gift ideas’ have surged by 40%, while those for ‘gender reveal gift ideas’ have doubled, increasing by 100%. However, alongside this growing demand, the cost of related products, such as nappies, has seen a notable rise. Some leading nappy brands have experienced a staggering 30% price hike since the beginning of 2023.
Baby Shower Boom is Here to Stay
From baby showers to gender reveals, pre-birth celebrations are on the rise – and they’re not just for first-time parents. In fact, over a third (35%) of parents with multiple children said they organised celebrations for each child, while 15% regretted not celebrating their firstborn and made up for it with subsequent children.
As the UK embraces these traditions more than ever, it's clear these celebrations are here to stay. As Brits find creative ways to mark life’s milestones, TK Maxx remains committed to providing quality, affordable gift options for every occasion. The baby shower boom is just beginning—and we’re excited to be along for the ride, offering the perfect gift for every pre-birth celebration, from baby clothes to nursery items and much more.