Mamas & Papas launches free virtual personal shop and group ‘Parents to Be’ service for new and expectant parents


Mamas & Papas has launched the UK’s first virtual personal shopping service for new and expectant parents.

The nursery brand has taken its popular personal shopping appointments online to ensure that even when stores begin to reopen, pregnant women – who are classed as a vulnerable group – have the option to get much-needed advice and inspiration without having to leave the house.

Expert personal shoppers in Mamas & Papas stores across the UK will chat directly to customers over video call straight from the shop floor, answering questions and providing live demonstrations on everything from car seats to pushchairs.

Following a successful trial, there are now hundreds of one-hour appointments on offer every day from 10.30am – 6pm.

Parents can also take home up to £400 worth of vouchers to spend*.

Following positive feedback, Mamas & Papas is has also introduced free virtual Parents to Be group sessions to guide attendees through everything they need to know about parenting essentials.

At these events, expectant parents can watch expert speakers give live talks about all things bumps, birth and babies via video call, then join in with a Q&A session.

Alex Holt, marketing director, said: “There’s never been a more relevant time to embrace our community and be there for new and expectant parents.

“Customers can chat to a real person, in a real store, and get an instant answer to any questions they have from the comfort and safety of their home.

“The virtual Personal Shop is a first for the industry and a big step forward for the brand.

“Although we accelerated the launch in response to Covid-19, these digital services will continue beyond the restrictions as they suit the needs of busy parents. Ultimately, it gives parents a different way to engage and shop with us.”

This forms part of Mamas & Papas ‘Never Underestimate The Power of Community’ campaign, which has seen it develop a raft of online services and support networks for parents and parents-to-be.

This includes a new partnership with the National Childbirth Trust (NCT), which will see NCT practitioners hold Instagram takeovers to answer questions on pregnancy and birth during Covid-19, and Mamas & Papas give away places for  antenatal and a postnatal taster webinars with the NCT.

Mamas & Papas is also giving away a pilot antenatal and a postnatal taster webinar with the NCT and parents will be able to access advice from NCT practitioners on Mamas & Papas’ blog:

Celebrities such as Lydia Bright and Dr Alex George have also been recruited to share their tips and experiences across Mamas & Papas’ Instagram account, along with Dame Jessica Ennis-Hill and her pregnancy fitness programme Jennis.

To book a free personal shopping appointment, visit: More information on the at home Parents to Be events is here: