Baby Boom | How Celebrity Pregnancy Stories Shape Consumer Trends

Baby Boom

Here's what's happening this week in the world of maternity and baby e-commerce:
- Being pregnant at the same time as Rihanna (twice) is a pregnancy style cheat code
- Momcozy leans into trust-led community for conversion
- Organic baby care premiumizes through 2033, with margin risks
- Wirecutter elevates tote‑packs as diaper bag stand‑ins
- Pregnancy pillows trend comfort‑first, boosting high‑ticket SKUs

⏱️ Why Your Attribution Model Might Be Leading You Astray

At eTail Boston 2025, Fospha’s Chief Product Officer Dom Devlin joined leaders from Ahold Delhaize, Fleet Feet and Bonsai to tackle one of marketing’s most expensive blind spots: how brands measure performance across channels.

Too many brands still skew budgets toward the final click - because that’s the only place their reporting gives them certainty, all while under-funding the demand generation that actually drives long-term growth. Fleet Feet’s Tiffany Lee shared how cutting upper-funnel spend for just eight months saw new customer acquisition drop sharply, only recovering once awareness campaigns were restored.

Dom added another layer: the marketplace blind spot. Fospha’s data shows 42% of Amazon sales are influenced by non-Amazon ads - yet most reporting tools treat those sales as “organic,” meaning the channels that triggered the purchase never get the credit. Without that visibility, key growth drivers are left under-invested.

This is where Fospha’s Halo capability comes in - bringing DTC and marketplace sales into one Unified ROAS metric. It allows brands to see the true impact of channels like TikTok, Meta, and YouTube across all revenue streams, not just their own sites, and make confident, evidence-based decisions about where to spend next.

🔎 Read the full session insights to see all the panel’s takeaways on full-funnel measurement and closing marketplace gaps

📥️ Explore Fospha’s Halo Report to uncover how brands like Nécessaire used it to beat their Prime Day benchmarks by 47%

📌WEEKLY MUST-KNOWS

MATERNITY & CELEBRITY MARKETING
How Celebrity Pregnancy Stories Shape Consumer Trends
Vogue explores the shared experiences of being pregnant alongside Rihanna, highlighting how celebrity narratives influence maternity fashion, self-care choices, and cultural conversations. For maternity marketers, tapping into high-profile pregnancy moments can drive aspirational yet relatable brand engagement.

BRAND & COMMUNITY
Momcozy Launches ‘More Than Pumping’ For Breastfeeding Month
Momcozy unveiled a community‑led initiative to amplify trusted voices and expert guidance around breastfeeding. This content‑commerce strategy aims to convert cultural attention into loyalty and sales by reducing friction and building trust. Affected: brand and community teams planning cause‑aligned campaigns and retail partners seeking conversion lifts from authority signals.

MARKET TREND
Organic Baby Products Market Forecast Through 2033 Signals Premiumization
A new forecast highlights rising adoption of organic baby products through 2033, reinforcing premiumization and health‑safety positioning in the category. This points to mix shifts toward higher‑margin SKUs but raises supply‑chain and cost‑of‑goods risks. Stakeholders impacted: DTC portfolios, retail buyers, and procurement teams.

⚡QUICK READS

Stork Exchange Partners With Ubbi To Launch Exclusive Baby Gear Bundles: Deeply discounted bundles (up to 50% off MSRP) point to gifting-led merchandising and AOV gains ahead of registry season.(More)

Wirecutter Elevates Patagonia Terravia As Diaper Bag Alternative: Wirecutter’s 2025 picks favor convertible tote‑packs over traditional diaper bags, signaling share shifts toward versatile, lifestyle‑first SKUs across marketplaces.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division