The NPD Group has revealed that the percentage of US consumers who buy gifts for babies (or kids up to the age of two) in a typical year has declined from 40 per cent in 2012 to 37 per cent.
An average of $87 dollars is spend on gifts for new babies. That's an increase of $15 or 21 per cent since 2010.
Grandparents are the biggest spenders - excluding grandparents, those buying new baby gifts are spending between $27 and $53, an increase of between eight and 26 per cent.
Anita Frazier, industry analyst, The NPD Group said: “Fewer people are buying gifts, but when they do, they are spending more and focusing on more basic necessities.”
Frazier added that the nature of gifts purchased had shifted towards more practical items like bathing and feeding gifts.
“I think we’re seeing the impact of the slow economy at work,” she said.
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