Modern mums are going glam with their pregnancy hospital bags – packing luxury pyjamas, cashmere socks, and pillow mists to welcome their baby in style. According to a study involving 1,000 women who have given birth in the last five years and 100 pregnant women, the average spend to craft the optimal birthing suite environment is £120.
These lavish hospital bags now typically contain 12 carefully chosen items. They include Bluetooth speakers for a curated birth soundtrack, a mobile phone tripod for capturing that inaugural Instagram family photo, and even under-eye masks have made the list. Some mothers are incorporating aromatherapy diffusers into the mix to maintain tranquillity amidst labour pains.
Savings guru Bola Sol from Rakuten, who commissioned and the research and has launched a limited time cashback offer of 10% for existing members and 20% for new customers at high-street retailer Boots, remarked: “The findings reflect how important it is for many women to feel calm, in control and comfortable when giving birth.”
They mentioned: “Whether it’s a soothing playlist, a favourite pair of pyjamas or a spritz of pillow mist, these thoughtful touches can help boost confidence and reduce stress – which is good for both mum and baby.”
The research found mums put considerable planning into their bags – with 33% thinking about what to take months ahead, and 28% beginning to shop for items well in advance.
The cost of items plays a significant role when it comes to packing hospital bags, with almost half of expectant mothers taking the price into consideration, 43% comparing prices, and 35% using cashback to make the most of their budget.
Four in ten said they set a budget, however, around a third of them end up exceeding their budget in their efforts to be prepared for the hospital stay.
The main priorities when packing the bags are comfort (73%) and practicality (52%), but almost a quarter also make it a point to include some luxury or self-care items. Advice from friends (54%) and social media (49%) also play a significant role in deciding what to pack.
A recent survey conducted by OnePoll found that nearly a third (29%) of mothers now see having a premium hospital bag as an essential part of their birthing experience.
Bola commented: “Mums today are balancing self-care with smart shopping. They’re using cashback and tools to get the best value, while still making space for a little indulgence.
“These bags are about more than comfort – they’re about confidence, preparation and making the birth experience feel more personal.”