Retailers can capitalize on turn-key Baby Safety Month Sept. campaign

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September is Baby Safety Month, sponsored annually by the Juvenile Products Manufacturers Association (JPMA) since 1983. This year, retailers can connect with customers and help educate them about the importance of properly using straps on all juvenile products.

This year’s Baby Safety Month theme, Strap In For Safety, reflects the industry’s commitment to safe products and industry developments.

Strap In For Safety focuses on:

• The importance of properly using straps on all juvenile products.
• What parents need to know about keeping infants and children securely fastened—at home, on the go, or in the car.
• Safety concerns caused by leaving children unattended or not properly using the straps on juvenile products as intended. 

Baby Safety Month is JPMA’s largest consumer education and awareness campaign and the organization provides a turn-key toolkit that allows retailers to identify and capture new opportunities and maintain their competitive edge with parents.

Here are a few ideas for in-store promotion during Baby Safety Month.

Product Round-Up
Retailers can ask customers to turn in old, used, or hand-me-down products. Local police and fire departments are often willing to collect the products, which can be used in training exercises.

Safety Seminars
Baby safety is a top priority for parents and child caregivers and in-store seminars are an excellent way to reach them. Publicize a seminar in the local community paper, in-store advertising, and within the store. Invite parents, grandparents, nannies, and daycare providers. It’s a good way to attract customers to a store and build a relationship based on more than their need for a juvenile product.

Meet & Greet Expectant Parents
Expectant mothers and fathers crave information about buying the best products for a new baby. Offer baby registry specials and free gifts for expectant mothers. This allows a retail store to reinforce its position as the source for baby safety information.

Grandparents are often unaware of the most recent safety information but are serious about purchasing the best for their grandchildren. Encourage grandparents to buy newer, safer juvenile products by offering a discount if they bring a photo of their grandchild.

Contests are very popular, either in-store or online. Customers can fill out entry forms for a random drawing during Baby Safety Month. Consider a Best Baby Photo Contest and develop a display. Offer store certificates and safety products as prizes. Publicize a Baby Safety Month Contest in-store advertising.

Other options to draw attention to Baby Safety Month are social media posts, blogs, email blasts to subscribers, as well as simple shares and retweets to promote important safety messages to parents and caregivers.

Retailers can download the Baby Safety Month toolkit provided by JPMA at for a turn-key library of resources.

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