Business Industry Trends

April 14, 2020 • Sarah Schwartz
Baby 2020

Mommy and Daddy Pillow from Mud Pie

“Today’s parents are looking for a more simplified life than even just a few years ago,” emphasized Ellen Gillespie, owner, Little Lamb Design. “Their buying habits include products that will serve multiple purposes in order to keep their homes less cluttered. With an eye on this trend, the baby stationery I have designed lately has included lots of white space, simple type styles and muted colors.”

What’s Hot

With a more fluid approach to gender, the idea of pink for girls and blue for boys is history. Colors on the whole are more muted and dusty. Meanwhile, Rachel Quinn, graphic designer, PrintsWell, described a continuation of animal themes, with everything from safari lions to elephants, woodland rabbits to deer playing starring roles in announcements, baby shower invitations and thank-yous.

Also Look For

The idea of a narrative, be it through stationery or gift. “We are seeing an increase in sculpted plush,” said Peter Friedmann, vice president of product and marketing for Demdaco. “Sculpted plush is more artisan and less cuddly. Many items have a nostalgic look and work with mid-century modern aesthetics. Colors are dusty, but rich in tone. The product does best when it has a story. A story can be a traditional storybook direction or story about how the makers manufactured the product. If you don’t have a story, your product doesn’t break through the clutter.”

Tried & True

Perhaps because this market deals with young individuals, the individual touch is incredibly important here, continued Friedmann. “Consumers want to see the hand-of-artist or maker. There is an authenticity to that and it’s a perennial direction. If you have clean or contemporary aesthetics, you still need to showcase how it’s designed or made. Everything needs to be authentic.”

Perhaps more than any other, this is an icon-driven market, so imagery like baby carriages, soft florals and nursery toys are always compelling when presented in contemporary treatments.

Designer Quote

“As I create items for the baby market, I am inspired by those early days of parenting. The anxious anticipation of baby’s arrival, then those sleepless but head-over-heels-in-love long nights. When I think of what new parents are looking for in their stationery, (I) close my eyes and remember those exciting feelings and what led me to begin this business in the first place: a gap in the market that I sought to fill with my own aesthetic.” — Ellen Gillespie, Little Lamb Design


Love You So Art Print from Joylark

Mud Pie

Mommy and Daddy Pillow from Mud Pie

Girl w/Knife

9 Months of Mocktails from Girl w/Knife

Bella Bliss Clothing

Bella Bliss Clothing for baby

Hartland Brooklyn

Welcome Little One Card from Harland Brooklyn

The Noble Paperie

NICU Mama Card from The Noble Paperie


Baby Shower Invitation from PrintsWell

Little Lamb Design

Birth Announcement from Little Lamb Design


Loved Bear from DEMDACO

Amy Heitman

Oh Baby Card from Amy Heitman

Request free product information.

>>ALSO SEE: Dazzling Destinations

Tags: , ,

75 Applewood Drive, Suite A
P.O. Box 128
Sparta, MI 49345
Stationery Trends Summer 2020 edition cover image
Get one year of Stationery Trends in both print and digital editions for only $15.

Interested in reading the print issue of Stationery Trends?

Subscribe Today »