GRIPS CUSTOMERS & RESEARCH PARTNERS
Baby gear and children's products including strollers, car seats, cribs, high chairs, nursery furniture, and toys.
99M
22M
2.0-2.5%
$200-300
50+
Baby and Children's's aggregate online sales across tracked retailers amounted to $1.09B in 2025, up 10-20% from the previous year. For 2026, revenue is expected to decline by 0-5%. This would mark a reversal from last year's growth.
OVER TIME
Across tracked retailers in this industry, indexed revenue grew by 9% from Nov to Apr.
BY REVENUE
Share of industry revenue split across devices.
Desktop
62%
Mobile
38%
BY RETAILER
Conversion rate versus average order value across the leading retailers in this industry. Each labelled point links to that retailer; position shows relative performance — the upper-right quadrant pairs higher order values with stronger conversion.
Sample of 20 of 50+
Identify the top traffic channels driving growth across Baby and Children's retailers, and see how channel performance has shifted over time.
Evaluate Google search ad spend, ad clicks and cost-per-click across Baby and Children's retailers, with performance tracked over time.
Other
Baby and Parenting Essentials
60+ retailers tracked
Baby and Children's Apparel and Essentials
50+ retailers tracked
Baby and Toddler Apparel and Essentials
50+ retailers tracked
Baby Care
50+ retailers tracked
Children's Furniture and Essentials
40+ retailers tracked
Eco-Friendly Baby
40+ retailers tracked
Baby Strollers and Gear
40+ retailers tracked
