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Baby and toddler events grow in popularity

Baby and toddler events have become an increasingly popular way for supermarkets and other family-friendly stores to drive brand engagement and increase consumer loyalty.

Lasting anywhere from one weekend to a fortnight, the events typically include special offers, big savings and exclusive products.

Aldi recently took advantage of its January Baby and Toddler event to launch its own nursery furniture range. The store typically runs the events both instore and online several times a year, with Specialbuy prices available across a wide range of products.

Asda’s ‘Lots & Lots For Little Tots’ event runs for three weeks during January and February, across a number of different products and brands.

Meanwhile, the Tesco Baby Event ran throughout January and encourages consumers to sign up to the Tesco Baby Club. Members will receive additional discounts, have access to exclusive competitions and be given access to expert baby advice.

Sainsbury’s offering, ‘Baby’s Big Event’, runs for a whole month, from mid-January to mid-February. Primarily focusing on special deals and savings, the event touches all departments, from groceries and food to clothing and toys.

“Baby and toddler events are a great way for us to engage with the consumer,” comments Summer Infant’s Hashim Yilmaz. “By working with retailers to ensure parents are able to take advantage of these offers, we are able to build brand awareness and further reinforce our position in the marketplace.”

Other stores which target the new parenting community with dedicated baby events include; Morrisons, Argos, Boots, Amazon Baby, John Lewis, Waitrose and Babies R Us.

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