Newborn clothing essentials as voted for by parents
From baby grows to socks, M&S survey reveals the newborn essentials every parent should have on their checklist.
Welcoming a baby is one of life’s most exciting milestones and shopping for a little one’s arrival is part of the joy. But it can be tricky to know what you actually need. To help parents feel confident in their choices, M&S surveyed 500 parents across Britain to find out which newborn clothing items proved essential in those early weeks.
Which items of clothing do new parents consider essential?
Socks were the most popular item on pre-baby shopping lists, with nearly three-quarters (73%) of parents stocking up. But once their baby arrived, just 36% considered socks essential, highlighting a gap between parents’ expectations and what they truly needed.
Long-sleeved baby grows and sleepsuits were the second most purchased item (63%), followed by sweaters and cardigans (61%). In contrast, smarter outfits and seasonal pieces were less of a priority, reinforcing a clear focus on comfort and practicality.
When asked to identify their must-haves, 41% of parents voted for long-sleeved baby grows and sleepsuits, followed by socks (36%) and sleeveless bodysuits (28%). Muslins and swaddles were also high on the list. Meanwhile, just 8% of parents considered hats essential. However, in colder seasons, they become especially important, particularly when spending time outdoors.
How long do newborn clothes last?
Baby clothes are available in sizes to fit premature babies weighing just 3lb to 32lb toddlers. While you might expect every newborn to start life in newborn clothes, many babies are born too small or too large for this size. Even if you baby does fit newborn clothes when they are first born, it’s likely they’ll grow out of them quickly. On average, the parents we surveyed stated that their babies wore newborn clothing for just 33 days. More than half (51%) of babies moved up a size within four weeks and almost a fifth (17%) sized up in their first two weeks.
How many baby grows and sleepsuits does a newborn need?
Having been voted fundamental newborn essentials, parents were also asked how many baby grows and sleepsuits they would recommend keeping in rotation during the newborn stage. With spills, dribbles and nappy mishaps, it was no surprise that most parents (23%) said they recommended at least 10 long-sleeved and 10 short-sleeved baby grows and sleepsuits.
Jennifer Burbage, head of kidswear buying at M&S shares:
“The NHS recommends at least six all-in-one sleepsuits and between four and six vests or bodysuits. But with accidents to contend with, the parents we surveyed appreciated having a few spares.
“When building a wardrobe for your newborn, prioritise gentle, breathable fabrics like super soft cotton. Avoid anything with complicated fastenings – full zip sleepsuits are a game changer! If you’re shopping for a gift for new parents, consider clothes in a range of sizes beyond newborn. Our Grow With Me cuffs are designed to fit little ones for longer.”
We were the first retailer to transparently publish details of the 500+ factories that make M&S clothing via our interactive supplier map, which includes factory location, name, number of workers and gender split.
The Parent Hood is M&S’ inclusive baby club designed for new parents and their little ones, from pregnancy up to two years old. Free to Sparks members, The Parent Hood brings together treats, rewards, exclusive content and community events, saving new parents up to £250 in the first year.
Wasting as little as possible
We take our responsibility to provide end of life options for our clothes seriously offering customers options to give their clothes Another Life through repair or recycling schemes. We’re working hard to reduce, reuse and recycle our use of plastic. Through our hanger reuse scheme, we’ve diverted over one billion hangers from going to landfill since 2007. To find out more, please read our 24/25 Sustainability Report here
