The 3 Moves That Decide Who Wins Peak 2025

Baby Boom

Here's what's happening this week in the world of maternity and baby e-commerce:
- Hanna turns loyalty into product pipeline and access
- Prime Big Deal Days: moms flag price creep, stock essentials
- Travel strollers: overhead-bin ready drives conversion
- Minu V3 sets feature bar, discounts reset anchors

⏱️The 3 Moves That Decide Who Wins Peak 2025

Every brand talks about “winning Peak.” Few actually do. In this short video, Fospha’s Aidan Gadd breaks down the 3 moves that decide who comes out on top in Peak 2025.

👉Watch the video to see the 3 moves

📌WEEKLY MUST-KNOWS

LOYALTY AND CRM
Hanna Andersson Hits 1 Million Loyalty Members As It Uses Shopper Feedback To Inform New Products

Hanna Andersson’s free Hanna Rewards program has reached 1 million members, with perks like early access, members-only drops, and community voting now feeding directly into product design. The brand reports members spend more and shop more often, and is expanding feedback loops to guide categories, colors, and inventory. For DTC leaders, this is loyalty as a product moat and a data engine, especially as AI-enabled checkout flows threaten to bypass brand-owned customer signals.

COMMERCE EVENTS AND PRICING
The Only October Prime Day Baby Deals Moms Say Are Worth Your Time

Amazon’s October Prime Big Deal Days is pulling demand into essentials and select high-ticket items, but community chatter flags pre-promo price creep eroding perceived value. Parents are prioritizing replenishment, registry stack hacks, and rare discounts on items like Newton mattresses and bottle washers. Marketers should pressure-test promo integrity, lean into essentials bundles, and reserve marquee drops for Black Friday to maintain trust and conversion.

PRODUCT INNOVATION
7 Wearable Breast Pumps We Used To Get Every Last Drop While Remaining Mobile

Wearable, app-connected breast pumps like eufy S1 Pro, Elvie Stride 2, and Medela Hands-Free are gaining mainstream traction, with deep Q4 discounts signaling a category land grab. Testers cite mobility, discretion, and comfort as adoption drivers, with hospital-grade suction now table stakes. Expect faster upgrade cycles, pay-over-time interest, and insurance messaging to become core to PDPs and performance creatives.

⚡QUICK READS

The Best Travel Strollers We've Tested On Airplanes, Trains, & Road Trips Around The World: Parents’ three-year testing elevates Joolz Aer+ and Minu V3, with Prime Day discounts resetting price anchors; message overhead-bin fit and one-hand fold to win conversion.(More)

The 11 Best Travel Strollers Of 2025, Tested And Reviewed: Travel + Leisure names UPPAbaby Minu V3 best overall; IATA-ready folds and even AirTag pockets are becoming expected features for travel-focused parents.(More)

The Best Car Seat And Stroller Combos For Traveling Near And Far: Parents’ lab and field tests spotlight Nuna, Graco, Britax, Chicco, with steep sale prices indicating a bundling push; emphasize safety credentials and durability in PDP content.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division