Retail in a Second Baby Boom


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The children of the baby boomers are now having babies of their own. Naturally, those children are often having more than one, and so mathematically it makes sense that the baby boomers are now longer the largest portion of the United States population. Instead, it is their children. This notable shift in population has created a massive trend toward clothing for infants and children. Celebrity mothers dress their kids in all of the latest styles, and so it filters down to the public with Baby Gap and more toddler stores in malls than ever. Children's clothing is in a major growth category for many retailers, and more of them are coming on board the kid's clothes train.

The Gerber clothing line has been added to the list by the major department store, Sears. It brings a “mix-and-match" collection of clothing that is both cute and practical. Sears hopes to increase their market share by pushing this new line of children's clothes. Both Sears and JCPenney use gift sets to move their products. It is commonly known that baby showers are responsible for much of the kid's clothing that is purchased, and so these major departments are focusing on gift giving to sell their new children's clothing lines.

Babies “R" Us is also a massive retailer of kid and infant wear. It has become the one stop solution for parents in a rush. Get toys, diapers, clothes, anything else you could possibly imagine an infant might want or desire, and it is thriving in this second generation of Baby Boomers. Taking its cue from Babies “R" Us, Wal-Mart released the “Child of Mine" label as well as many other department stores picking up premium national infantwear labels. These powerhouses are finding ways to provide extremely cheap solutions for kid's clothes.

However, the expensive, high-end, baby boutique market is also flourishing. As a result of the wealth produced by the baby boomers, their children have more money to spend on their kids. Upper crust boutiques for children are opening all over the United States. Celebrities and other cultural elite are spending an obscene amount of money to keep their kids in style, and retailers are taking advantage of the opportunity.

Now is a great time to get into child and infant sales. There has never been such a market of people with such vast resources to support this kind of sales. If your store or department has not already investigated children's clothes, consider this venture, as it has proved an incredible source of sales revenue for many small shops and major companies.

About the Author: Ron Maier is the owner of Only Kids Hangers, a leading provider of decorative children's hangers . For more information, please visit


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