Decoding the Modern Registry
Explore the shifts
A look at how expecting moms discover, evaluate, and acquire registry products today.
Average registry size has decreased -13.4%
how are big-ticket items acquired?
Shift 1/6 | Function, not fluff
Group gifting jumped from 13% (2024) to 51% (2026)
SEE THE NEXT SHIFT
Advertiser insight
Moms aren’t registering for less because they need less. They’re registering with more intention and prioritizing essentials over nice-to-haves.
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When lists get lean, brands have to prove higher real-world utility to make the cut.
Registry size down 13.4%
55% of moms create just one registry, up from 43% in 2020
What about the multi-registry holdouts?
One registry = a streamlined experience for mom
Shift 2/6 | One and done
More than half of moms with multiple registries are motivated by welcome boxes and completion discounts across retailers.
78% of expecting moms say they lack a "village" or support network
What kind of backup is she calling for?
Diaper stash/fund (55%) Cash (54%) Grocery delivery (45%) House cleaning (44%) Diaper subscription (40%)
The registry has expanded beyond traditional gifts to become a support toolkit that includes non-product gift options.
Shift 3/6 | Calling for backup
47% of moms say they need significant support as they prep for baby, creating growth opportunities that extend beyond baby gear.
Most moms buy items they never register for
what's mom buying?
Top 3 non-registry buys:
The registry no longer covers everything mom acquires. She actively self-purchases products not listed on her wish list.
Shift 4/6 | Beyond the wish list
Registered categories
Acquired categories
36
44
Prenatal vitamins Breast pumps Maternity/postpartum clothing
When mom is self-purchasing, registry loyalty takes a back seat to price.
A majority of moms use social media to discover registry products but only 35% will buy because a product has “gone viral”
How does she validate product choices?
Social media sparks interest. It rarely closes the deal.
Shift 5/6 | Proof before purchase
Online reviews (44%) Parent recommendations (39%) Digital parenting content (38%) Product video (35%) In-store visits (26%)
Top-of-the-funnel buzz isn’t enough. Product proof points win.
4 in 10 moms use AI during registry build-out
top use cases
what's next?
Moms rely on AI primarily as an organizational tool for comparative research, review summarization, and logistics.
Shift 6/6 | AI enters the chat
Top use cases:
Side-by-side product comparisons Summarizing reviews Personalized recommendations Drafting thank-you notes
Q: Which stroller folds flattest for a small trunk?
A: Based on data, Model B folds 20% flatter.
Only 6% say AI influences their final purchase decision, making authoritative parenting content and trusted reviews critical to closing the sale.
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These are just some of the signals shaping the $14.5B registry market. The full study briefing unlocks comprehensive research insights including: • Category & retail performance • An actionable brand playbook See what these shifts mean for your business.
Source: Everyday Health Group Pregnancy & Parenting, The 2026 Baby Registry Shift, June 2026.
