John Lewis & Partners launches new “All Things Baby” nursery service


John Lewis has launched a range of brand new ‘All Things Baby’ nursery advisory services, as it reveals key nursery trends for 2020. 

The new ‘All Things Baby’ free-of-charge services at John Lewis, which are available both instore and online, provide parents-to-be free and impartial support and advice at a time that works for them.  

The appointments offer the option of a 30 minute “baby travel” consultation to help find the perfect pushchair or car seat, an hour session for advice on the latest products or a full two hour consultation to discuss everything parents will need for a new arrival.  The new service is part of John Lewis’s plans to modernise its offer and replaces its traditional longer nursery advisory consultations. 

The introduction of the new services follows the launch of virtual nursery services in April this year which have already seen 2,000 appointments take place.  

Claire Pointon, customer director at John Lewis, said:  “We’re modernising our offer to respond to the specific needs of our customers today, with inspiration, ease and convenience at the heart of this. 

“We understand how important it is for parents to receive impartial, expert advice to prepare for the arrival of a baby – in a format and at a time that is convenient for them.  It’s why we launched our virtual nursery services earlier this year.  We’ve listened to our customers and heard that some simply want advice on a particular product or area, while others are looking for a full ‘A-Z Baby’ consultation.  That’s why we’ve launched our brand new “All Things Baby” services, enabling parents the flexibility to book shorter or longer appointments depending on what they are looking for”

Nursery trends 2020: parents-to-be prepare for more time at home 

In the last six months, parents-to-be have been preparing their homes earlier than ever, undertaking nursery DIY during lockdown and researching what essentials they need to welcome a new arrival to the family.  Recent sales data has also revealed that friends and family have taken to personalising gifts for a friend or family’s new baby as social distancing measures have reduced the opportunities to meet and celebrate a new arrival.  Other trends include: 

  • Baby entertainment – Bouncers are up 124%, Rockers are up 61% and Ride-Ons are up 381% as parents find ways to occupy their infants while spending more time in the house.  
  • Baby carriers and baby wrap sales are up 31% as parents have been carrying their newborn around the house and baby gates are up 170% as families spend more time at home.
  • Sustainability continues to be a key priority and sales of John Lewis own brand decorative bedding (which is made from 100% sustainable cotton) are up 55%.  There is continued high demand for John Lewis wooden toys which are made from FSC wood, best sellers include My First Noah’s Ark Wooden Toy and My First Activity Cube.
  • Baby technology sales have increased 105% including baby monitors up 114% with many parents opting for smart enabled baby monitors and wearables for babies, providing instant updates to their personal device, all at the click of a button.  Bestsellers include Bluebell Smart Baby Monitor, Motorola Halo+ HD Smart Video Baby Monitor and BT Video Smart 5inch Screen Baby Monitor.  One of our newest products  is the Owlet Smart Sock
  • Personalised gifts such as Babyblooms continue to see high demand, providing a thoughtful gifting option of luxury essentials alongside a personalised soft toy.  

The All Things Baby nursery advisory services are now available both online and in-store. Customers can book an appointment by visiting