Our objective with the Secondhand feature was to make pre-loved gifting a seamless part of the registry experience. Parents already relied on secondhand items to save money but lacked a clear way to request them. We set out to build a simple tool that reflected real behavior: letting families mark individual items as “open to secondhand.”
We designed the feature to solve two pressures facing new parents: rising costs and the environmental impact of short-use baby gear. Integrating secondhand directly into the Babylist registry removed the friction of side conversations and gave families a clear way to communicate their preferences.
Our goals were direct: launch the first secondhand-friendly registry feature at scale, reduce financial pressure on families, extend the life of baby gear, and reinforce Babylist’s leadership in practical, user-driven innovation. We also focused on supporting both registrants and gift-givers with clear UX cues and education so the feature felt intuitive from day one.
We paired the launch with a content and communications strategy designed to make secondhand feel modern and acceptable. Through product education, creator storytelling, and owned-channel messaging, we framed secondhand gifting as a smart, sustainable choice grounded in care for families and the planet.
We built Secondhand in direct response to parent feedback. Expecting families were already adding notes like “open to gently used,” on their registry, and 67% of parents in a Babylist survey said secondhand was a primary savings strategy. We designed the feature so parents could mark any item as “open to secondhand” with one tap. This delivered clarity for gift-givers and normalized a practice that millions of families already rely on.
To launch the feature, we executed a multi-platform campaign focused on clarity, cultural relevance, and education. We used Babylist’s TikTok, Instagram, YouTube, and LinkedIn channels to show how the feature works and to position secondhand as a practical, thoughtful choice. We showcased real parent stories and emphasized the benefits of extending the life of short-use gear.
Influencers were central to the strategy. Creators shared candid experiences with secondhand items, shifting perceptions and building credibility. Their posts showed how pre-loved items fit naturally into modern parenting, reinforcing that secondhand aligns with real family needs.
Across owned channels, we reinforced the message through newsletters, editorial guides, registry prompts, and in-app education. We ensured both registrants and gift-givers understood how to use the feature and why it matters. Our PR efforts tied the launch to broader conversations about sustainability and rising parenting costs, earning coverage in major national outlets.
As tariffs and rising costs intensified during development, we pivoted our launch strategy to meet the moment, surfacing Secondhand when families most needed affordable options. The primary challenge was tackling long-held stigma around secondhand gifting. We addressed this through practical education, thoughtful framing, and clear UX patterns that gave gift-givers confidence.
The result was a straightforward feature that solved a real need, communicated with clarity, and aligned with Babylist’s mission to support families.
Since launching, parents have marked more than 1 million items as “open to secondhand,” signaling demand for sustainable, cost-saving options. Items marked secondhand-friendly were significantly more likely to be purchased—especially big-ticket gear—helping families get pricier items they need in a more affordable way.
This adoption extended the life of short-use products, reduced waste at scale, and eased financial pressure. High uptake among strollers, carriers, and bassinets showed that parents are embracing secondhand for their most important items.
The launch campaign delivered strong performance across platforms. Influencer content generated 430K impressions, 14.6K engagements, and a 4.5% average engagement rate. Organic social delivered 100K+ impressions across TikTok (36.7K), Instagram (50.5K), and LinkedIn (13K). Press coverage produced 736M media impressions, including stories in USA Today, Bloomberg, Forbes, Glamour, and Inc. We also saw a 169% spike in secondhand-related conversations after launch.
Some of the strongest signals came directly from the community. Parents shared feedback like “This is why I picked Babylist,” “It feels good to know I don’t have to choose between saving money and doing what’s right for the planet,” and “Low key genius.” Their responses reinforced our core objective: normalize secondhand gifting, reduce cost barriers, and strengthen support systems for growing families.