I'm having a baby, not opening a nursery: The pressure to buy everything before becoming a mother

Becoming a mother has led to a rise in consumerism that the author has never encountered before. A friend shared a detailed list of newborn necessities curated by an influencer, which included tabs, categories, colour-coded cells and product links. This created an overwhelming feeling of needing everything to be prepared for the arrival.

Social media marketing exploits these feelings of inadequacy, reinforcing societal expectations and introducing new terms for products with hefty price tags. The author questions the necessity and cost of items like the Artipoppe baby carrier, with opinions divided among friends. First-time mothers often lack the knowledge to differentiate between various baby products, making them susceptible to persuading themselves that they need everything.

Marketing strategies can capitalize on this uncertainty, presenting products as solutions to concerns that parents hadn't considered. The pressure to overbuy intensifies due to the excitement surrounding the milestone of having a baby and the privilege of browsing and comparing options. While the author acknowledges the allure of browsing and preparing, they also recognize that being able to do so is a privilege.

They emphasize the importance of reassurance that essentials can be acquired as needed and the value of knowledge, support, and a good night's sleep over material possessions. The author advocates for products that grow with the child, highlighting examples like convertible cots, high chairs, and car seats. They stress that babies don't need elaborate equipment to explore their surroundings.

The author suggests focusing on products with longevity and considering second-hand options as a financially and environmentally sound approach. While safety is a priority, they caution against the allure of unnecessary gadgets sold with a safety spin.