The fourth trimester
A woman with tattoos 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 postpartum needs. Searches from Millennials in particular suggest that, this year, people are seeking ways to support parents during that famous fourth trimester—searching for everything from postpartum meals to gifts and essentials. 

Trending on Pinterest¹
The fourth trimester

Postpartum must haves

+40%

Postpartum basket

+135%

Postpartum essentials

+85%

Postpartum meals

+70%

Postpartum gift

+140%

Postpartum must haves

+40%

Postpartum basket

+135%

Postpartum essentials

+85%

Postpartum meals

+70%

Postpartum gift

+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 like mealtime. So, it's no surprise that this demo has turned to Pinterest to dive deep into the postpartum period and ease the early days of parenthood. Bringing this life-changing time into focus is a movement we can get behind.²

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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