Luxury nappies, extravagant gender reveals, and picture-perfect baby showers—London’s obsession with pre-birth celebrations is officially out of control.
Forget baby registries and a few balloons—pre-birth celebrations have evolved into full-scale events, with Londoners dropping serious cash on everything from themed party décor to designer baby clothes. According to new research by TK Maxx, the trend is booming despite rising living costs, proving that when it comes to celebrating, London knows how to go all out.
London’s Love Affair with Pre-Birth Celebrations
The numbers speak for themselves. Gender reveal parties now cost an eye-watering £2,573 on average, while baby showers are not far behind at £1,994. Social media, of course, is fueling this trend. The hashtag #babyshower boasts over 1.3 million UK videos, while #genderreveal has a staggering 14.1 billion views worldwide. Clearly, millennials and Gen Z are redefining the way we celebrate new arrivals.
And it’s not just about the parents-to-be. Guests are also spending big. The average baby shower gift in the UK comes in at £102.91, but in Greater London, that figure jumps to £147.66. If you’ve ever been to a London baby shower, you know it’s all about premium baby brands, luxe nursery décor, and statement gifts.
Spending Big on Baby Showers and Gender Reveals
If you thought the financial commitment ended at wedding gifts, think again. Londoners are splurging on pre-birth parties as if they were planning small weddings.
£2,573: Average cost of a gender reveal party
£1,994: Average spend on a baby shower
£102.91: Average spend on a baby shower gift nationwide
£147.66: Average baby shower gift spend in London
When it comes to choosing gifts, baby clothes reign supreme (58%), followed by baby essentials like nappies and bottles (45%), toys (36%), and gift cards (33%). As searches for “baby shower gift ideas” surge by 40% in the past five years, it’s clear that Londoners are on a mission to impress with their presents.
Beyond the Baby Shower: London’s Other Pre-Birth Parties
Traditional baby showers are just the beginning. London’s younger crowd is embracing new pre-birth celebrations, because one party is never enough.
Pregnancy Reveals: Announcing a pregnancy with an over-the-top event? Londoners are here for it. 14% of people have attended one.
Gender Reveals: Forget a simple “It’s a boy!” text—17% of Brits have been to an elaborate gender reveal, complete with fireworks, cakes, or confetti cannons.
Mother’s Blessings: This spiritual take on a baby shower (also called a Blessingway) is gaining traction, with 12% of people attending ceremonies filled with heartfelt blessings and words of encouragement.
The Baby Shower Boom: A Trend That’s Here to Stay
With 35% of parents with multiple children throwing celebrations for each of their kids, it’s clear this trend isn’t going anywhere. In fact, some parents regret not celebrating their firstborn and go all out for baby number two.
London’s baby shower culture is officially thriving, and with premium gifts, lavish décor, and viral social media moments, these celebrations are more than just parties—they’re major milestones. Whether you’re hosting, attending, or just scrolling through the latest extravagant gender reveal on TikTok, one thing’s certain: the pre-birth party scene is only getting bigger.
