Skip to main content

Survey: Most Buybuy Baby shoppers will switch to Target — across all categories

Buybuy Baby stores are closing as part of the liquidation of parent company Bed Bath & Beyond.

One retailer looks poised to gain shoppers as Buybuy Baby stores go dark.

Eighty-five percent of Buybuy Baby shoppers plan to shop at Target for their baby items, according to a “quick pulse” survey by Numerator.  Amazon ranks second with 69% of shoppers, followed by Walmart (47%), and Kohl’s (16%).  

For the results, Numerator surveyed new and expecting parents with verified Buybuy Baby purchases to better understand how they feel about the stores closures and where they plan to shift their spend. The chain is going out of business as part of the liquidation of parent company Bed Bath & Beyond.

When it comes to setting up baby registries, Target ranked as the first (82%) choice of Buybuy Baby shoppers, followed by Amazon (77%), Babylist (28%), Walmart (25%), Pottery Barn Kids (7%), My Registry (6%) and Crate & Kids (4%). 

In other findings, 61% of Buybuy Baby shoppers said they are upset about the news of store closures, with 16% saying they are very upset.  The most popular reasons cited for shopping the chain included product selection (56% of shoppers), deals & coupons (55%), and the gift registry (48%). 

Last week, Numerator released a survey on where Bed Bath & Beyond shoppers planned to shop for items they were most likely to have bought at Bed Bath & Beyond. Amazon ranks as the top (68%) destination, followed by Target (58%).

Here is how Buybuy Baby shoppers plan to switch their spend in specific categories:

Diapering products: Target (71%), Amazon (55%), and Walmart (54%). 

Bathing & Skincare: Target (78%), Amazon (64%), and Walmart (51%).

Baby Clothing: Target (72%), Carter’s (48%), Amazon (40%), Walmart (32%), Kohl’s (23%), The Children’s Place (20%), Macy’s (13%), Nordstrom (6%), and JCPenney (6%). 

Baby Toys: Target (81%), Amazon (73%), and Walmart (55%). 

Baby Gear: Target (73%), Amazon (68%), Walmart (42%). 

Nursery Bedding & Decor: Target (70%), Amazon (58%), and Walmart (32%), Pottery Barn Kids (14%), Kohl’s (13%), and Home Goods (13%). 

Nursery Furniture: Target (52%), Amazon (54%), Walmart (32%), Pottery Barn Kids (16%), Wayfair (15%), Home Goods (11%), Overstock (9%), and Crate & Kids (9%). 

This ad will auto-close in 10 seconds