US Baby and Children’s Clothing Market Report 2023
“The baby and children’s clothing market will see slow, steady growth in the next five years. Decelerating birth rates will create less demand for these items; however, parents could be…

US Baby and Children’s Clothing Market Report 2023

£ 3,695 (Excl.Tax)


Understand the current kids’ clothing industry in the US with this extensive report containing over 50 pages of consumer trends, statistics, analysis, and competitive strategies. Inside the report, you’ll find the market size and forecast, influencing factors on parents’ buying behaviour, and opportunities for brands and retailers to appeal to consumer demands. Read on to discover our insights.

US Kids’ Clothing Industry Overview

The baby and children’s clothing market will see slow, steady growth in the coming years, with a focus on high-quality items and sustainable materials. This is despite a continued decline in US birth rates and the need to maximise budgets due to high inflation. Secondhand shopping is an alternative option that is becoming more popular, offering an additional way for brands to reach their consumers.

Find a breakdown of the kids’ clothing market size and forecast in the full report, alongside expert analysis.

Baby and Children’s Clothing Consumer Trends

Children are a powerful influence on what their parents purchase, as they take in ideas and interests from their surroundings. Parents want to ensure that their children will be happy with the items bought and therefore listen to their needs. As a result, children have a strong say in what ends up being purchased.

Parents want their children to be comfortable, and have clothing that lasts and is functional. Brands can meet these needs by using soft fabrics such as organic cotton in their designs, while also meeting their sustainability goals (see our reports on sustainability). Cotton is used often in adult clothing, and could become more prevalent in baby and children’s clothing too.

  • Top influence on parents’ clothes buying decision: 51% of parents state that their child’s input has the greatest impact on clothing purchases for their children under age 12.
  • How do consumers prefer to shop for children’s clothes? 63% of parents would like to see more comfortable fabrics in baby and children’s clothing, leading above all other desired clothing features.

Opportunities for Brands and Retailers

For brands in the baby and children’s clothing market, secondhand and sustainable options are a powerful way to differentiate from the competition and meet the needs of their consumers. By partnering with secondhand marketplaces and investing in sustainable fabric options like organic cotton and TENCEL Lyocell fibres, brands will be able to tap into the growing trend of circular shopping and appeal to younger generations who are looking to reduce their environmental impact.

For a comprehensive list of opportunities and competitive strategies for brands in the baby and children’s clothing industry, buy the full report. Or, browse our extensive clothing market research to find exactly what you’re looking for.

Quickly Understand This Report

  • Baby and children’s items purchased.
  • Which retailers are shopped.
  • Purchase influences.
  • Preferences while shopping.
  • Desired clothing features.
  • Attitudes toward baby and children’s clothing

What’s Covered

This Report covers the market related to shopping for children’s clothing up to and including preteen clothes and includes the following groups: infant (<1 year), toddler/preschool (1-5 years), and young boys and girls/preteen (6-11 years).

The principal types of clothing covered in this Report include sleepwear, underwear, daywear, and outerwear. Excluded from this Report are children’s footwear, accessories/jewellery, and hats/gloves.

Some brands covered include Retykle, Cann Organic, Tommy Hilfiger, Stitch Fix, Rockets of Awesome, Lovely Little, and more.

Expert Analysis from a Retail Specialist

This report, written by Katie Hansen, a leading retail analyst, delivers in-depth commentary and analysis to highlight current trends in the kids’ clothing market and add expert context to the numbers.

The baby and children’s clothing market will see slow, steady growth in the next five years. Decelerating birth rates will create less demand for these items; however, parents could be willing to spend more per child if they have fewer children to care for in their household. The landscape will evolve as parents focus on purchasing items made from sustainable materials as well as secondhand items to a greater degree. Kids will be actively involved in these decisions, making it critical for brands to understand what parents need and what kids want.

Katie Hansen, Retail and eCommerce Analyst

Katie Hansen
Senior Analyst, Retail & eCommerce

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context
          • Executive Summary

              • Top Takeaways
                • Consumer trends
                  • Figure 1: Purchase influences, 2022
                  • Figure 2: Shopping preferences, 2022
                  • Figure 3: Desired clothing features, 2022
                • Market predictions
                  • Figure 4: Total US sales and fan chart forecast of baby and children’s clothing, at current prices, 2017-27
                  • Figure 5: Baby and children’s clothing outlook, 2023-28
                • Opportunities
                  • Brands can highlight sustainability, secondhand shopping options
                    • Appeal to inclusivity through gender-neutral and adaptive clothing
                      • Alternative purchasing options can provide convenience to parents
                      • Market Size and Forecast

                        • Slow, steady growth forecasted for children’s clothing
                          • Figure 6: Total US sales and fan chart forecast of baby and children’s clothing, at current prices, 2017-27
                          • Figure 7: Total US sales and forecast of baby and children’s clothing, at current prices, 2017-27
                      • Market Drivers

                        • Inflation diminishes at an agonizingly slow pace
                          • Figure 8: Consumer Price Index change from previous year, 2020-23
                        • Birth rate and the number of households with children decline while childhood obesity trends upward
                          • Birth rate and fertility trend downward
                            • Figure 9: Annual births and general fertility rate, 2010-21
                          • The number of households with kids dwindles
                            • Figure 10: Percentage of households, by presence of own children, 2011-21
                          • Childhood obesity continues its climb
                            • Figure 11: Prevalence of obesity among children and teenagers aged 2-19, by age, 2001-02 to 2017-18
                          • Sustainability is an important consideration when purchasing children’s clothing
                          • Competitive Strategies and Market Opportunities

                            • Incorporate sustainable fabrics and ways to shop secondhand items
                              • Figure 12: Retykle highlights the importance of shopping secondhand items
                            • Brands can better serve children through adaptive clothing
                              • Figure 13: Tommy Hilfiger’s adaptive line provides clothing options to all kids
                            • Flexible subscription boxes make it easy for parents to purchase needed items
                              • Figure 14: Stitch Fix makes it easier on parents to purchase children’s clothing
                            • Brands can look for partnerships in atypical places
                              • Gender-neutral clothing can help parents use items for multiple siblings
                                • Figure 15: Lovely Littles offers neutral basics to be used across siblings
                            • The Consumer – Fast Facts

                              • Items Purchased

                                • Girls look for more variety in their closets
                                  • Figure 16: Items purchased, 2022
                                • Shopping for clothing can be a bonding experience for dads and kids
                                  • Figure 17: Items purchased, by parental status and gender, 2022
                              • Retailers Shopped

                                • Shopping in-store is still preferred method for parents
                                  • Figure 18: Retailers shopped, 2022
                                • Sustainability, lower prices are key for younger generations
                                  • Figure 19: Retailers shopped, by generation, 2022
                                • Target, Walmart win the in-store experience; Amazon dominates the online journey
                                  • Figure 20: Retailers shopped, by key demos, 2022
                              • Purchase Influences

                                • Kids, schools have the greatest influence on purchase decisions
                                    • Figure 21: Purchase influences, 2022
                                  • Digital and in-store media help consumers make the best decisions
                                    • Figure 22: Purchase influences – In-store displays and social media, by generation, 2022
                                  • Schools help multicultural parents find approved items
                                    • Figure 23: Purchase influences – School, by race and ethnicity, 2022
                                • Shopping Preferences

                                  • Parents want their kids involved in the shopping process
                                      • Figure 24: Shopping preferences, 2022
                                    • Moms are looking for efficiency, dads are open to more engaging shopping experiences
                                      • Figure 25: Shopping preferences, by parental status, 2022
                                    • Clothing shopping is a time for parents to connect with their kids
                                      • Figure 26: Shopping preferences, by child’s gender and age, 2022
                                  • Desired Clothing Features

                                    • Comfort, longevity and easy functionality are necessary clothing qualities
                                        • Figure 27: Beya Made extends the lifecycle of each clothing item through expandable options
                                        • Figure 28: Desired clothing features, 2022
                                      • Moms want features that prolong the life of clothing and her budget
                                        • Figure 29: Desired clothing features, by parental status, 2022
                                      • Gen Z needs sustainable options from clothing brands
                                        • Figure 30: Crann Organic leans into sustainability
                                        • Figure 31: Desired clothing features, by generation, 2022
                                    • Attitudes towards Baby & Children’s Clothing

                                      • Parents seem willing to invest in their children’s clothing choices, within reason
                                        • Figure 32: Bee Pumpkin features matching outfits for kids and parents
                                        • Figure 33: Attitudes toward baby and children’s clothing, 2022
                                      • Moms are willing to splurge around key time periods
                                        • Figure 34: Attitudes toward baby and children’s clothing, by parental status, 2022
                                      • Gen Z drives interest in gender-neutral clothing
                                        • Figure 35: Attitudes toward baby and children’s clothing, by generation, 2022
                                    • Appendix – Data Sources and Abbreviations

                                      • Data sources
                                        • Forecast
                                          • Consumer survey data
                                            • Consumer qualitative research
                                              • Abbreviations and terms
                                                • Abbreviations
                                                  • Terms
                                                  • Appendix – The Market

                                                      • Figure 36: Total US retail sales and forecast of baby and children’s clothing, at inflation-adjusted prices, 2017-27
                                                      • Figure 37: Average spending by households with children on baby and children’s clothing, 2017-22

                                                  About the report

                                                  This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.


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