The US baby and children’s clothing market is experiencing significant shifts due to declining birth rates, economic uncertainty and changing consumer preferences. While these challenges create pressure, the market remains relatively stable, as clothing for young children, particularly those under age 2, is a necessity. Additionally, the rapid growth cycles of young children create the need to frequently shop the category. When shopping for these items, parents continue to prioritize items that are comfortable, durable and stylish for their children.
However, worsening economic pressures can influence how families shop, resulting in fewer impulse purchases, reliance on sales and promotions, and a stronger focus on budget-friendly options. Brands that emphasize value, reward loyalty and deliver functional clothing are better positioned to thrive in this environment.
Looking ahead, consumer demand for convenience, unique products, personalized experiences and sustainability will shape the market. To stay competitive, brands should focus on curated, exclusive collections, eco-friendly solutions and seamless digital shopping experiences to meet parents’ evolving preferences and expectations.
This report looks at the following areas:
- Impact of key market factors, such as declining birth, fertility rates and increasing multicultural households
- Economic uncertainty and its impact on consumer spending
- Role of mothers as primary decision-makers in clothing purchases
- Importance of comfort, quality and sustainability in children’s clothing
- Retail trends, including the rise of circular shopping options
- Influence of social media and children’s preferences on purchasing decisions
The US baby and children’s clothing market faces challenges from declining birth rates, economic uncertainty and shifting consumer preferences, but remains stable due to the essentials for young children. By offering functional clothing, building meaningful connections and addressing the needs of parents and their children, brands can become trusted partners for parents shopping the category.
Marisa Ortega, Analyst – Retail & eCommerce
Market Definitions
For the purposes of this Report, Mintel has used the following definitions:
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), young boys and girls/preteen (6-11 years).
The principal types of clothing covered in this report include sleepwear, underwear, daywear, outerwear. Excluded from this Report are children’s footwear, accessories/jewelry, and hats/gloves.
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EXECUTIVE SUMMARY
- What you need to know
- The baby and children’s clothing market is currently expected to remain stable; though ongoing challenges and uncertainty could cause disruption
- Market predictions
- What consumers want and why
- Opportunities
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Market Dynamics
- Market context
- Market drivers
- Declining birth rates are a threat to the baby and children’s market
- Graph 1: annual births, general fertility rate and birth rate, 2014-23
- There are fewer households with children
- The growing importance of diversity to appeal to modern families
- Parents can’t avoid the need for baby and children’s clothing – but they can find ways to save
- Market size and forecast
- Slow, but steady outlook for baby and children’s clothing
- Slow, but steady outlook for baby and children’s clothing (cont.)
- Retail sales and forecast of baby and children’s clothing
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CONSUMER INSIGHTS
- Baby and children’s clothing consumer fast facts
- Baby and children’s clothing consumer fast facts (cont.)
- Shopping frequency
- Babies’ wardrobes need a constant refresh
- Graph 2: shopping frequency, by children in household, 2025
- Parents rely on sales and promotions
- Magnetic Me offers a rewards program to drive loyalty
- Moms are a key target for the category
- Graph 3: shopping frequency, by parental status gender, 2025
- Pehr leverages Mother’s Day to appeal to mothers
- Items purchased
- Lower-value items are an easy way to refresh the wardrobe
- Graph 4: items purchased, 2025
- Redefine the wardrobe norms
- Graph 5: Items purchased, 2025
- The Milk Crew provides style, fun and comfort to children’s wardrobes
- The wardrobes of children under 2 years old tend to be basic and functional
- Graph 6: items purchased, by children in household, 2025
- Retailers shopped
- Parents want convenient and affordable ways to shop for their kids
- Graph 7: retailers shopped, by children in household, 2025
- Carter’s offers a wide range of products and affordability
- Shopping preferences are evolving
- Graph 8: retailers shopped, by generation of parent, 2024
- Shopping influences
- Children’s preferences and social media are top influential factors
- Graph 9: shopping influences, 2025
- Justice aims to find a balance serving girls and parents with its content
- Support networks influence the shopping decisions of parents with children under age 2
- Graph 10: shopping influences, by children in household, 2025
- Social media is paramount to connect with parents, especially moms
- Graph 11: influence of social media platforms, by parental status by gender, 2025
- Important factors
- Comfort is a priority for baby and children’s clothing
- Graph 12: important factors when buying clothing for children under 12, 2025
- Clothing considerations vary depending on the child’s age
- Graph 13: important factors when buying clothing for children under age 12, by children in household, 2025
- Desired clothing features
- Parents want children’s clothing to balance comfort, durability and sustainability
- Graph 14: desired clothing features, 2025
- Parents of preteens want more options for their children
- Graph 15: desired clothing features, by children in household, 2025
- Attitudes toward baby and children’s clothing
- Parents are becoming more strategic and selective when shopping the category
- Graph 16: attitudes toward baby and children’s clothing – shopping approach, any agree, by children in household, 2025
- Help parents measure the value of clothing
- Parents support the circular economy
- Graph 17: attitudes toward baby and children’s clothing – secondhand shopping, any agree, by generation of parent, 2025
- Manymoons taps into parents’ growing interest in the circular economy
- Clothing becomes an outlet for self-expression at an early age
- Graph 18: attitudes toward baby and children’s clothing – self-expression, any agree, 2025
- Monica + Andy makes it easy to reflect children’s individuality through clothing
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Innovation and Marketing strategies
- Carter’s aims to win over parents through humor
- Hanna Andersson connects with modern families through inclusive representation
- UpChoose: the subscription service that offers affordability without compromising on quality
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APPENDIX
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
- Forecast methodology
- Forecast fan chart methodology
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