John Lewis has launched a range of brand new ‘All Things Baby’ nursery advisory services as it reveals key nursery trends for 2020. The new free-of-charge services, which are available both in-store and online, provide parents-to-be with impartial support and advice at a time that works for them.

The appointments offer the option of a 30-minute ‘baby travel’ consultation to help find the perfect pushchair or car seat. There is also an hour session for advice on the latest products, or a full two-hour consultation to discuss everything parents will need for a new arrival.

The new service is part of John Lewis’s plans to modernise its offer; replacing its traditional longer nursery advisory consultations.

All Things Baby follows the retailer’s launch of virtual nursery services in April this year, which have already seen 2,000 appointments take place. Commenting is Claire Pointon, customer director at John Lewis. “We’re modernising our offer to respond to the specific needs of our customers today, with inspiration, ease and convenience at the heart of this.

“We understand how important it is for parents to receive impartial, expert advice to prepare for the arrival of a baby – in a format and at a time that is convenient for them. It’s why we launched our virtual nursery services earlier this year.

“We’ve listened to our customers and heard that some simply want advice on a particular product or area, while others are looking for a full ‘A-Z Baby’ consultation. That’s why we’ve launched our brand new “All Things Baby” services, enabling parents the flexibility to book shorter or longer appointments depending on what they are looking for.”

Nursery trends 2020: Parents-to-be prepare for more time at home

In the last six months, parents-to-be have been preparing their homes earlier than ever; undertaking nursery DIY during lockdown and researching what essentials they need to welcome a new arrival to the family.

Recent sales data also reveals friends and family have taken to personalising gifts for a friend or family’s new baby. This is due to social distancing measures reducing the opportunities to meet and celebrate a new arrival.

Other trends include:

• Parents are finding ways to occupy their infants while spending more time in the house. This has seen baby bouncers up 124%, rockers up 61% and ride-ons up 381%.
• Baby carriers and baby wrap sales are up 31% as parents have been carrying their newborn around the house. Meanwhile, baby gates are up 170% as families spend more time at home.
• Sustainability continues to be a key priority. Sales of John Lewis own brand decorative bedding (using 100% sustainable cotton) are up 55%. There is also continued high demand for John Lewis wooden toys made from FSC wood.
• Baby technology sales have increased by 105%. This includes baby monitors being up 114%. Many parents are opting for smart-enabled baby monitors and wearables for babies; providing instant updates to their personal device, all at the click of a button.
• Personalised gifts continue to see high demand, providing a thoughtful gifting option of luxury essentials alongside a personalised soft toy.

The All Things Baby nursery advisory services are available both online and in-store. Customers can book an appointment here.