Twenty-four percent of new moms are caught empty handed

Survey of new moms reveals that they were scrambling for key postpartum essentials

TORONTO, May 5, 2014 /CNW/ - Having a baby is a life changing event. In an effort to help expectant parents get ready to make the transition to parenthood,, Canada's largest online store for health, beauty and baby products, surveyed 1,000 new mothers about their fourth-trimester experiences with interesting results.

  • Most new moms (45 per cent) indicated that they were over-stocked with baby items such as clothing and toys.
  • Twenty-four per cent of those surveyed had to run out to buy things they didn't anticipate needing, something that can be challenging with a new baby with 50 per cent indicating they found it difficult to get out of the house.
  • Forty-six per cent of new moms were scrambling for essentials.

"I'm two weeks away from having my second child and I know how difficult it is in those first few weeks. I want to ensure that we're doing everything we can to make things a little bit easier for new parents," said Rebecca McKillican, President and CEO. "Talking directly to new mothers highlighted that the items people don't realize they need are the ones that help sooth newborns and help mothers recover and cope with the constant feedings. These results have helped us highlight our best new parent offerings to make life easier for mom and baby at what can be an overwhelming time."

As a result of the new parent survey, is launching free express shipping* on any of its 100 New Mom Essentials, just in time for Mother's Day. Free express delivery and the ability to shop from a wide range of essential products for baby and mom at any time of day or night will help make things easier for those forty-six per cent of parents who find themselves scrambling after bringing home baby.

Essential items
There were a few items parents said were must-haves for their infants' first few months with baby carriers ranked at the top of that list with 25 per cent of responses. Other top ranking baby items include bouncy chairs/swings (23 per cent) and swaddle blankets (12 per cent). The same respondents also said that their most crucial items for themselves included nursing bras (24 per cent), breast pumps (22 per cent), nipple cream and baby monitors (16 per cent).

New parents shop online
New parents are increasingly looking online for essential items for their new baby. The most common reason was the convenience it offered to them, with 40 per cent preferring to shop online because of free home delivery and a further 31 per cent enjoying the ability to shop at any time of day or night (they're up anyway).

* Express shipping ensures delivery to your front door within two days in Ontario and within three days throughout the rest of Canada.

With more than 50,000 products from more than 3,000 brands, is Canada's largest is Canada's largest online store for health, beauty and baby essentials. With offices and a warehouse located in Guelph, Ontario, and an office in downtown Toronto, is a proudly Canadian company that focuses on giving customers a simple and hassle-free shopping experience.


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