Celeb baby shower trend sends sales soaring

Hobbycraft has declared 2019 as the year of the baby shower, with related product sales up 12% year on year.

The arts and crafts retailer reported that in the first five weeks of 2019, breakout baby shower trends included baby shower favours, hampers, selfie frames and advice cards, with the top search terms on its site including gender reveal balloons, baby shower favours and baby shower cake toppers.

The chain said that on the whole, baby shower searches are up 1,836% on last year and to fulfil the uptake in searches and sales, it is launching a bay of Christening, first birthday and baby shower collections in-store this month.

Last year saw US celebrities such as Khloe Kardashian and Kylie Jenner host baby showers, while Tom Daley and Dustin Lance Black celebrated over here in the UK.

Katherine Paterson, customer director at Hobbycraft, commented: “It would seem that DIY baby showers are becoming more and more popular, with our consumers searching for and buying products to help them prepare. Whether they’re planning a gender reveal, or just celebrating their great baby news, Hobbycraft has decorations for everyone.”

Founded in 1995, Hobbycraft bills itself as is the UK’s largest arts and crafts retailer with over 90 stores across the UK. It sells more than 35,000 arts and crafts products for hundreds of creative activities, from baking, home craft, art, jewellery making, knitting, sewing, kids’ crafts and model making to accessories for weddings, celebrations and more.

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