Given the extra expenses associated with having a baby, it's no wonder that many parents-to-be and new parents choose to look out for Black Friday deals. Ahead of this year's Black Friday, Baby Journey asked more than 200 parents-to-be and new parents how they think and plan to shop on this big shopping day.

The survey shows that one month before Black Friday, 43% of the parents-to-be and new parents surveyed plan to shop on this day. 38% say they have not decided, and 14% say they will not shop on Black Friday. 6% also state that they actively choose not to shop on Black Friday. A position that has become increasingly common in recent years to distance themselves from the overconsumption they think Black Friday triggers. 

Relevant offers for pregnant women and parents of children

Another important aspect is whether people think that there are usually offers specifically aimed at pregnant women and parents of children. Here, 4 out of 10 respond that they usually find relevant offers, while over half respond that they do not know. One reason for the large proportion of uncertainties is probably that many first-time parents in the survey have not previously had reason to look for offers in this category. When asked which product categories are particularly interesting, it turned out that it is the large purchases such as strollers and car seats that are most interesting to find on Black Friday. 1 in 4 also see Black Friday as a good opportunity to buy Christmas presents for the children.  

Which product category is of particular interest to you as a pregnant or parenting woman during Black Friday?

• Clothing & footwear for babies/children: 24%
• Larger purchases such as stroller, car seat, etc.: 46%
• Toys & Christmas Gifts for Kids: 24%
• Technology & Consumer Electronics: 5%

Over half deliberately choose to save purchases to take advantage of Black Friday discounts. A fifth say they have a list of products they plan to buy, and 36% have saved a single product they intend to try and bargain for.

Stick to the plan or impulse buy?

With many attractive prices and discounts, there is a risk of buying more than originally planned. 16% admit that they often buy more than planned during Black Friday, but that they still stick to products they feel they need. 1 in 10 admit that they buy more than planned and that there are often also some unnecessary purchases. However, the majority, 71%, stick to the original plan for what to buy.

Treat yourself, or not 

Finally, we asked if they also plan to treat themselves during Black Friday. A third of respondents say they plan to treat themselves, while 68% plan to refrain from spoiling themselves and focus only on the necessary purchases for baby and children. 

These statistics show that there is potential for companies to target offers to expectant and new parents during Black Friday, especially if they can offer products related to children and family life. By offering relevant and affordable deals, as well as clear communication, there is a lot to be gained from establishing a strong position with this target group during Black Friday. 

Baby Journey are experts in pregnant women, new parents and families with children and are here to help you better understand and engage them.