Infant, Toddler, and Preschool Furnishings and Durables, 5th Edition

Sep 30, 2016
223 Pages - Pub ID: LA5989081
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Infant, Toddler, Preschool (ITP) Durable Furnishings & Accessories in the U.S.

Babies and little kids are cute and cuddly but marketing infant, toddler, preschool (ITP) products is one tough business. Market potential is capped by the birth rate, which has been stagnant at best. Safety is a potential nightmare, with regulations and recalls the cost of doing business. And people are increasingly buying used instead of new products. But. Some players thrive and new ones enter every year with a better idea. And signs of optimism are out there. Birth rates have recovered a bit. Economic indicators keep improving. Confidence is high. Millennials are spending more to get what they want, and some industry watchers believe they may soon start a baby boomlet.

U.S. retail sales of the ITP Durable Furnishings & Accessories were $7 billion in 2015. The market is mature with sales growing by a CAGR of 1.5% since 2011. Sluggish sales are partially the result of stagnant and declining number of births. At about 4 million a year the number of births in the U.S. vary little year-to-year, thus limiting overall market potential. Also impacting sales of new products is the fact that sales of used products have been growing with estimates they could be at least 25% of overall ITP product purchases. Consumers are increasingly purchasing ITP products from second-hand stores or consignment shops, sites like Craigslist and Ebay or from other consumers. People are also being given some products as hand-me-downs for free or borrowing items, thus taking consumers out of the market for purchase of some new products. Manufacturers should do everything possible to urge people to buy new products, both for safety reasons and to preserve their sales.

ITP new product sales have rebounded in the last couple of years due partially to an uptick in births and the continued popularity of higher-priced products like convertible car seats and cribs, travel systems, jogging strollers and high-end, designer-oriented products. Packaged Facts projects sales will grow by a CAGR of 2.2% to reach $7.8 billion in 2020. Future growth as in the past will be influenced greatly by the number of births and the economy. Recent indications are that both the birth rate and economy are increasing, albeit still at a slow rate, and it remains to be seen if the increases will continue. These positives for the market could be supported by a potential baby “boomlet” started by Millennial parents. In 2015, Millennial parents (ages 18-34) accounted for 42% of all households with children, making them an important segment of the parenting demographic.

Millennials, and many Gen Xers, are willing to spend extra for perceived higher quality products and services. Notably, they value transparency, authenticity, and brands that represent them and their lifestyles. ITP marketers continue to develop products that deliver benefits these consumers demand: convenience, adaptability and versatility, comfort, style and design. However with ITP products safety comes first. It is a huge concern for manufacturers and marketers of ITP products with product recalls a major challenge for the highly regulated industry. Manufacturers and industry organizations urge consumers not to buy second-hand or used products because they may not meet the most current safety standards, and new products are constantly introduced with technologies aimed at making products even safer.

The ITP durables market is fragmented with over a hundred manufacturers, marketers, and importers competing across categories and segments. While fragmented, the market is led by a handful of companies like Dorel Industries, Newell Brands and Goodbaby International that generally compete with multiple brands in numerous segments. Other players include midsize companies and more often smaller firms that compete in one or a few product segments. On the retail side the market is highly concentrated with 90% of sales taking place in mass merchandisers/supercenters, baby specialty stores and through e-commerce, which continues to grow at the fastest rate. The market is even more concentrated given that the majority of sales is controlled by less than 10 individual retailers: Babies R Us/Toys R Us, Wal-Mart, Amazon, Target, Buy Buy Baby, K-Mart, and Baby Depot (Burlington).

Scope of Report

This report presents a detailed analysis of the U.S. consumer market for infant, toddler, and preschool (ITP) durable furnishings and accessories suitable for children from infancy through age five. Products included are sold to consumers through U.S. retail channels including “bricks and mortar” stores as well as Internet sites, catalogues and others. Packaged Facts’ sales estimates only include purchase of new products by parents or gift-givers, not purchase of used or second-hand items. The 2015 sales estimate is based on current research and a revision of estimates from Packaged Facts’ 2010 report Infant, Toddler, and Preschooler (ITP) Home Furnishings, Accessories, and Toys: The U.S. Market. The current report as mentioned only includes sales of new, not used products. It also does not include product segments covered in the last report including soft goods, décor, and others. Also toys are not included, although infant activity items are part of this report.

Infant, Toddler, and Preschool Furnishings and Durables, 5th Edition discusses major players and brands, and analyzes their key activities and performance. Market size data are provided for 2011–2015 and projections for 2015–2020. The report outlines key issues and trends affecting the overall market, each category and segments defined as:
  • Furnishings: furniture (cribs, bassinets, high-chairs, booster seats, dressers, toddler beds, changing tables, rockers and glider chairs, etc.), infant activity products (gyms, bouncers, jumpers, swings, walkers, play yards, etc.), safety products (baby gates, baby monitors, etc.), bathing/bathroom (tubs, potties, diaper disposal systems, etc.).
  • Accessories: carriages, strollers, car seats, travel systems (compatible strollers and car seats), and baby carriers (rigid with carry-handle; and soft or hard-frame wearable types).
Not included in the reports’ sales estimates are: soft goods; furniture for kids over five years old, adults and general household use; décor and lighting; nursing and feeding products; consumables such as disposable diapers, baby wipes, etc.; toys, computers and software; home electronics and small appliances.

Methodology

The information in this report was obtained from both primary and secondary research. Primary research included consultation with industry sources and on-site visits of retail stores. Secondary research entailed gathering data from relevant trade, business and government sources, as well as company promotional literature and annual reports. Our estimates of market size and company performance are based on various sources including reported revenues of product manufacturers and retailers; IRI, which tracks data in mass retail outlets; publications and other market research sources.

Our analysis of consumer trends relies on data from various sources including a national online consumer usage survey conducted in July and August 2016 by Packaged Facts and Simmons National Consumer Surveys for Winter 2008 through Winter 2016 from Simmons Research. The Packaged Facts national online consumer surveys reflect a panel of 2,000 U.S. adults (age 18+) that is balanced to the national population on the primary demographic measures of gender, age bracket, race/ethnicity, geographic region, marital status, presence or absence of children in the household, and household income. On an ongoing basis, Simmons conducts booklet-based surveys of a large and random sample of consumers (approximately 25,000 for each 12-month survey compilation) who in aggregate represent a statistically accurate cross-section of the U.S. population.
Chapter 1 Executive Summary
Introduction
Products Outside Scope
Overlap of Product Classifications
Trends & Innovations
Safety huge concern for manufacturers and marketers
Illustration 1-1: Evenflo’s SensorSafe
Adaptability continues to be a major new product trend
Busy on-the-go young parents want convenience
Design and Fashion Provide Differentiation
Licensing Popular Brand Helps Gain Consumer Acceptance
360-degree marketing
Marketing Safety
The Market
U.S. Retail Sales of ITP Durable Furnishings & Accessories at $7 Billion in 2015
Figure 1-1 U.S. Retail Dollar Sales of ITP Durable Furnishings & Accessories, 2011–2015 (in millions)
Figure 1-2 U.S. Sales of ITP Durable Furnishings & Accessories by Retail Channel, 2015
Market Forecast
Figure 1-3 Projected U.S. Retail Dollar Sales of ITP Durable Furnishings & Accessories, 2015–2020 (millions)
The Marketers
Fragmented Market with a Handful of Large Players
Entrepreneurs and Foreign Players Important
Consolidation Continues
Distribution and Retail
Figure 1-4 Toys“R”Us, Inc. e-Commerce Sales by Fulfilment Program, Fiscal Years 2011-2015 (percent)
Exclusives more important than store brands to most retailers
Illustration 1-2: Urbini Exclusive at Walmart
Baby registries key for ITP product retailers
The Consumer
Number of births in the U.S. varies little annually
Hispanics and Asians have driven birth rates
Women giving birth have gotten older
Table 1-1 Live Births by Age Group, 1990-2015
Millennials Important ITP Cohort
Table 1-2 Live Births by Age Group, 1990-2015
A Large Number of Grandparents to Buy for Grandchildren
Only Half of Baby Furniture or Equipment for Own Baby Bought New
Figure 1-5 How Baby Furniture or Equipment for Own Baby or Household Was Acquired, 2016 (percent)
Chapter 2 The Products
Introduction
Products Outside Scope
Overlap of Product Classifications
Regulation and Safety
Table 2-1 CPSC List of Durable Infant or Toddler Products
Illustration 2-1: Dream On Me Crib Safety
Illustration 2-2: JPMA Certification Process
Illustration 2-3: Manufacturer Promotion of JPMA Certification
Illustration 2-4: Manufacturers Emphasize Safety
Illustration 2-5: Manufacturers Exceed Safety Standards
Illustration 2-6: NHTSA Car Seat Education
Illustration 2-7: Safe Kids Car Seat Recall Education
Illustration 2-8: Manufacturer Online Product Registration
Illustration 2-9: Manufacturer Online Recall Notices
Illustration 2-10: Recalls.gov Homepage
Chapter 3 Trends & Innovations
Product
Safety
Illustration 3-1: Safety 1st Car Seats with Air Protect and GCell HX
Illustration 3-2: Evenflo’s SensorSafe
Illustration 3-3: Kars4Kids Safety App
Illustration 3-4: Baby Alert’s ChildMinder Systems
Illustration 3-5: Sense A Life Car Seat Monitor
Illustration 3-6: Halo Bassinest
Illustration 3-6a: Smart Baby Monitors
Illustration 3-7: Greenguard Certified Nursery Furniture
Comfort
Illustration 3-8: More Comfortable Car Seats
Adaptability
Illustration 3-9: Safety First Gro and Go 3-in1 car seat
Illustration 3-10: Evenflo Sibby Travel System
Illustration 3-11: Baby Trend’s Snap Tech Technology
Illustration 3-12: Duet as a Single Stroller
Illustration 3-13: Graco's Sous Chef™ 5-in-1 Seating System
Illustration 3-14: Chicco Stack 3-in-1 Multi-Chair
Illustration 3-15: Convertible Cribs
Illustration 3-16: Ergobaby’s Four Position 360 Baby Carrier
Convenience
Illustration 3-17: Doona Car Seat
Illustration 3-18: UPPAbaby SMARTSecure System
Illustration 3-19: Easy Fold Strollers
Illustration 3-20: Ciao Baby’s Portable High Chair
Illustration 3-21: Summer Infant POP Line
Design and Fashion Provide Differentiation
Illustration 3-22: Rachel Zoe Collection
Illustration 3-23: Emily & Meritt for Pottery Barn Kids
Illustration 3-24: Chicco ITP Gear Fashion Collections
Illustration 3-25: Baby Trend New Fashions
Illustration 3-26: Baby Bjorn’s New Color Palette Inspired by Water
Illustration 3-27: European Influence
Illustration 3-28: Maxi-Cosi’s Custom-Designable Car Seat
Licensing Popular Brand Helps Gain Consumer Acceptance
Illustration 3-29: Selected Licensed ITP Products
Illustration 3-30: Ciao Baby College Chairs
Marketing
Marketing Safety
Illustration 3-31: Manufacturers Emphasize Safety
Illustration 3-32: Manufacturers Exceed Safety Standards
Illustration 3-33: Delta Children’s Safe Sleep Campaign
360 Degree Marketing
Illustration 3-34: Ergobaby Brand Building
Illustration 3-35: Brand Ambassadors
Illustration 3-36: Mommy Blogger
Illustration 3-37: The First Years’ Community-Building Campaign
Illustration 3-38: Baby Center Mom’s Picks Awards
Illustration 3-39: Tula Cult
Illustration 3-40: Media Coverage of Products
Illustration 3-41: Celebrity Stroller Spotting
Infant, Toddler, and Preschool Furnishings and Durables, 5th Edition
Still Room for the Entrepreneur
Illustration 3-42: Zoe - Small, Family-Owned Company
Illustration 3-43: Designed by Moms and Dads
Retailing
Omni-Channel Retailing Has become Essential
Table 3-1 Toys“R”Us, Inc. e-Commerce Sales, Fiscal Years 2011-2015 ($ millions)
Figure 3-1 Toys“R”Us, Inc. e-Commerce Sales by Fulfillment Program, Fiscal Years 2011-2015 (percent)
Exclusives More Important Than Store Brands to Most Retailers
Illustration 3-44: Urbini Exclusive at Walmart
Illustration 3-45: Evenflo Sensor Safe Exclusive to Walmart
Illustration 3-46: Car Seat Models Exclusive to Retailers
Illustration 3-47: Only at Target
Illustration 3-48: Buy Buy Baby “Exclusively Ours”
Baby Registries Key for ITP Product Retailers and Manufacturers
Illustration 3-49: Baby Registries
Illustration 3-50: BabyList
Chapter 4 The Market
Introduction
Products Outside Scope
U.S. Retail Sales of ITP Durable Furnishings & Accessories at $7 Billion in 2015
Figure 4-1 U.S. Retail Dollar Sales of ITP Durable Furnishings & Accessories, 2011–2015 (in millions)
Table 4-1 Retail Dollar Sales of ITP Durable Furnishings & Accessories, 2011–2015 (in millions)
Category Sales
Figure 4-2 Retail Dollar Shares of ITP Durable Furnishings & Accessories by Product Category, 2015 (percent)
Table 4-2 Retail Dollar Sales of ITP Durable Furnishings & Accessories by Product Category, 2011–2015 (in millions)
Segment Sales
Table 4-3 Retail Dollar Sales of ITP Durable Furnishings & Accessoriesby Product Segment, 2011–2015 (in millions)
Sales by Retail Channel
Figure 4-3 U.S. Sales of ITP Durable Furnishings & Accessories by Retail Channel, 2015
Table 4-4 Dollar Sales by Retail Channel of ITP Durable Furnishings & Accessories, 2015 and 2016 Projected (millions)
Factors Affecting Market Growth
Figure 4-4 Number of U.S. Households, 2005-2015 (millions)
Table 4-5 Total U.S. Births, Birth and Fertility Rates, 1960-2015
Table 4-6 Birth Rates Compared to Economic Measures, 2004-2015
Table 4-7 Births, Birth and Fertility Rates by Race, 1990-2015
Table 4-8 Live Births by Age Group, 1990-2015
Millennials May Be on Verge of Creating Next Baby Boom
40% of Births to Unmarried Women
Table 4-9 Live Births to Unmarried Women, 1990-2015 (percent)
24 Million Children Five and Under in the U.S.
Table 4-10 Children By Age, 2000-2015 (percent, number)
20 Million Households with Children 5 Years and Younger
Table 4-11 Households with Children, 2008-2016 (percent, number)
Table 4-12 Households Expecting a Baby, Experiencing First and Second Child Births, 2008-2016 (percent, number)
Consumer Confidence
Figure 4-5 Percent of Highly Confident Consumers by Age Group, 2004-2015
Table 4-13 Measures of Consumer Confidence of 18- to- 34-Year-Olds, Parents vs. Non-Parents, 2015
Figure 4-6 Percent of Moms and Dads Ranking Above Average on Consumer Confidence Scale, 2015
Lagging Economy Impacts Consumer Spending
Figure 4-7 Change in Real GDP and Personal Consumption Expenditures, 2007–2016 (percent change)
Only Half of Baby Furniture or Equipment for Own Baby Bought New
Figure 4-8 How Baby Furniture or Equipment for Own Baby or Household Was Acquired, 2016 (percent)
Figure 4-9 How Specific Baby Furniture/Equipment for Own Baby/Household Was Acquired (non-gifts), 2016 (percent)
Median Incomes Down from 2007 High but Surge in 2015
Figure 4-10 Real Median Household Income, 2004-2015 (dollars)
Consumers Increase Savings Rates, Reduce Spending
Table 4-14 Personal Income and Its Disposition, 2007-2016 ($ billions)
Low Prices Help Drive Consumer Spending
Figure 4-11 Total CPI and CPI for Selected Consumer Goods, 2006-2016
Non-Home Borrowing Recovers, Driven by Auto and Student Loans
Figure 4-12 U.S Consumer Credit Outstanding, 2004-2016 ($, billions)
Unemployment Rate Declines from 2009 High
Figure 4-13 U.S. Unemployment Rate, 2004-2016 (percent)
Market Forecast
Figure 4-14 Projected U.S. Retail Dollar Sales of ITP Durable Furnishings & Accessories, 2015–2020 (millions)
Chapter 5 The Marketers
Marketers and Brands of ITP Products
Table 5-1 Selected Marketers and Brands of ITP Products, 2016
Car Seat Competitors
Table 5-2 Selected Marketers of Car Seats, 2016
Stroller Competitors
Table 5-3 Selected Marketers of Strollers, 2016
Baby Carrier Competitors
Table 5-4 Selected Marketers of Baby Carriers, 2016
Play Yard (pack ‘n play) Competitors
Infant Activity Competitors
Table 5-5 Selected Marketers of Play Yards (pack ‘n play), 2016
Table 5-6 Selected Marketers of Infant Activity, 2016
High Chair Competitors
Table 5-7 Selected Marketers of High Chairs, 2016
Crib Competitors
Table 5-8 Selected Marketers of Cribs, 2016
Bassinet Competitors
Table 5-9 Selected Marketers of Bassinets, 2016
Changing Table Competitors
Table 5-10 Selected Marketers of Changing Tables, 2016
Glider, Rocker, & Recliner Competitors
Table 5-11 Selected Marketers of Gliders, Rockers, & Recliners, 2016
Mergers, Acquisitions, Divestitures
Competitive Profiles
Table 5-12 Dorel Industries Sales by Business Segment, 2014-2015 ($, thousands)
Table 5-13 Dorel Industries U.S. Products
Table 5-14 Newell Brands U.S. Products
Table 5-15 Goodbaby U.S. Products
Table 5-16 MDB U.S. Products
Table 5-17 Britax U.S. Products
Table 5-18 Chicco U.S. Products
Table 5-19 Delta Children’s Products U.S. Products
Table 5-20 Kids II, Inc. U.S. Products
Chapter 6 Distribution and Retail
Retail Channels
Table 6-1 Characteristics of Retail Channels That Sell ITP Products, 2015
Sales by Retail Channel
Figure 6-1
U.S. Sales of ITP Products by Retail Channel, 201
Table 6-2 Dollar Sales by Retail Channel of ITP Durable Furnishings & Accessories, 2015 and 2016 Projected (millions)
Key Retailers
Table 6-3 Walmart U.S. Sales, Fiscal Years 2010-2016 ($, billions)
Table 6-4 Walmart Sales by Product Category, Fiscal 2014-2016 (percent)
Illustration 6-1: Walmart Nursery on a Budget
Table 6-5 Walmart’s Top Brands in Selected ITP Product Segments
Table 6-6 Target Sales, 2010-2015 ($, billions)
Table 6-7 Target Sales by Channel, 2013-2015 (percent)
Table 6-8 Target Sales by Product Category, 2013-2015 (percent)
Table 6-9 Target’s Most Popular/Featured Brands in Selected ITP Product Segments
Table 6-10 Toys“R”Us, Inc. Sales, Fiscal Years 2011-2015 ($, billions)
Table 6-11 Toys“R”Us, Inc. U.S. Sales by Product Category, Fiscal Years 2014-2016 (percent)
Table 6-12 BRU’s Featured/Top Selling Brands in Selected ITP Product Segments
Table 6-13 Bed Bath & Beyond Sales, Fiscal Years 2011-2015 ($, billions)
Table 6-14 Buy Buy Baby’s Featured/Top Selling Brands in Selected ITP Product Segments
Table 6-15 Amazon’s Sales, 2011-2015 ($, billions)
Table 6-16 Amazon’s Featured/Top Selling Brands in Selected ITP Product Segments
Table 6-17 Diapers.com Featured/Top Selling Brands in Selected ITP Product Segments
Table 6-18 Burlington Sales, Fiscal Years 2011-2015 ($, billions)
Table 6-19 Burlington Sales by Product Category, Fiscal Years 2014-2015 (percent)
Table 6-20 Burlington Baby Depot’s Featured/Top Selling Brands in Selected ITP Product Segments
Distribution
Table 6-21 Toys“R”Us, Inc. e-Commerce Sales, Fiscal Years 2011-2015 ($ millions)
Figure 6-2 Toys“R”Us, Inc. e-Commerce Sales by Fulfillment Program, Fiscal Years 2011-2015 (percent)
Illustration 6-2: Urbini Exclusive at Walmart
Illustration 6-3: Evenflo Sensor Safe Exclusive to Walmart
Illustration 6-4: Car Seat Models Exclusive to Retailers
Illustration 6-5: Only at Target
Illustration 6-6: Buy Buy Baby “Exclusively Ours”
Illustration 6-7: Target’s Baby Registry
Illustration 6-8: Walmart’s Baby Registry App
Illustration 6-9: Babies “R” Us Baby Registry
Illustration 6-10: Buy Buy Baby Registry
Illustration 6-11: Amazon Baby Registry
Illustration 6-12: Diapers.com Baby Registry
Brixy Helps Independently-Owned Baby Stores Compete
Illustration 6-13: Brixy Network of Independently-Owned Baby Stores
Chapter 7 The Consumer
Defining Infant, Toddler & Preschool Children
Measures of Birth and Fertility
Number of U.S. Live Births Varies Little Annually
Table 7-1 Total U.S. Births, Birth and Fertility Rates, 1960-2015
Until Recently Birth Rates Correlated Inversely With Economic Indicators
Table 7-2 Birth Rates Compared to Economic Measures, 2004-2015
Hispanics and Asians Have Driven Birth Rates
Table 7-3 Births, Birth and Fertility Rates by Race, 1990-2015
Women Giving Birth Have Gotten Older
Table 7-4 Live Births by Age Group, 1990-2015
40% of Births to Unmarried Women
Table 7-5 Live Births to Unmarried Women, 1990-2015 (percent)
24 Million Children Five and Under in the U.S.
Table 7-6 Children By Age, 2000-2015 (percent)
20 Million Households with Children 5 Years and Younger
Table 7-7 Households with Children, 2008-2016 (percent, number)
Over three Million Households with Someone Expecting a Baby
Table 7-8 Households Expecting a Baby, Experiencing First and Second Child Births, 2008-2016 (percent, number)
Demographic Characteristics of Households with Young Children, Expecting Woman
Table 7-9 Demographic Characteristics of Households with Children and Women Expecting a Baby, 2016 (percent)
The Generational Influence of the Millennial Parent
Table 7-10 Percentage and Share by HH Income of Millennial Generation Households with Children, 2015
Consumer Confidence
Figure 7-1 Percent of Highly Confident Consumers by Age Group, 2004-2015
Table 7-11 Measures of Consumer Confidence of 18- to- 34-Year-Olds, Parents vs. Non-Parents, 2015
Figure 7-2 Percent of Moms and Dads Ranking Above Average on Consumer Confidence Scale, 2015
Consumer Attitudes Measured with Simmons Segmentation System
Table 7-12 How Consumers Identify with Simmons Economic Outlook Segments, 2010-2016 (percent)
Table 7-13 How Consumers Identify with Simmons Retail Shopper Segments, 2010-2016 (percent)
People with Young Children and Expectant Moms Active Internet Users
Table 7-14 Reasons for Internet Usage in Last 30 Days: 2008, 2012, 2016 (percent)
6 Million Households Bought Infant Furniture in Last Year
Table 7-15 Purchase of Infant and Children’s Furniture in Last 12 Months, 2008-2016 (percent, number)
A Large Number of Grandparents to Buy for Grandchildren
Table 7-16 Demographic Characteristics of Grandparents, 2016 (percent)
Number of Grandchildren Declines
Table 7-17 Households Experiencing Birth of Grandchildren, 2008-2016 (percent, number)
Some Infant Products Better Suited for Own Use Rather Than Gift
Figure 7-3 Baby Furniture or Equipment Bought or Acquired in Last 12 Months for Own Baby/Household or For Others/As Gift, 2016 (percent)
Only Half of Baby Furniture or Equipment for Own Baby Bought New
Figure 7-4 How Baby Furniture or Equipment for Own Baby or Household Was Acquired, 2016 (percent)
New or Pre-Owned Depends on Product
Figure 7-5 How Specific Baby Furniture/Equipment for Own Baby/Household Was Acquired (non-gifts), 2016 (percent)
Nearly Half of Parents Will Only Buy or Use New Car Seats
Figure 7-6 Baby Furniture or Equipment Items That You Would Only Buy or Use if Brand New, 2016 (percent)
Half of Consumers Buy New Baby Furniture or Equipment at Retail Store(S) Only
Figure 7-7 Purchase of New Baby Furniture or Equipment at Retail Store or Online, 2016 (percent)
Walmart, Amazon, Babies “R” Us and Toys “R” Us Most Popular for New Baby Furniture/Equipment Purchases
Figure 7-8 Where New Baby Furniture or Equipment Was Purchased, 2016 (percent)
Consumers Tend to Purchase Specific ITP Products More Frequently in Certain Retail Channels
Figure 7-9 Purchase of New Baby Furniture or Equipment by Selected Retailers, 2016 (percent)

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