The fourth trimester
A woman with tattoos is carrying a baby with various items collaged around her, including a candle, flower petals, a box of chocolates, soup and blankets.

People are increasingly coming to Pinterest for their postnatal needs. Searches from Millennials in particular suggest that this year, people are seeking ways to support parents during that infamous fourth trimester—searching for everything from new parent meals to gifts and essentials. 

Trending on Pinterest¹
The fourth trimester

Postnatal must-haves

+40%

Postnatal hamper

+135%

Postnatal essentials

+85%

New parent meals

+70%

New parent presents

+140%

Postnatal must-haves

+40%

Postnatal hamper

+135%

Postnatal essentials

+85%

New parent meals

+70%

New parent presents

+140%

Behind the trend

Millennials (aka the ‘sharing generation’) are known for turning to social media for life milestones—from babies to birthdays—as well as micro-moments such as mealtime. So, it's no surprise that this demographic has turned to Pinterest to dive deep into the postnatal period and ease the early days of parenthood. Bringing this life-changing time into focus is a movement that we can get behind.²

A set of images featuring a hand steeping tea into a cup, a woman carrying her baby, a bowl of soup and a burning candle.

Act on the insights

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