CHICAGO, February 24, 2025 – Circana™, a leading advisor on the complexity of consumer behavior, today announced that retail sales for the U.S. juvenile products industry declined by 6% in 2024 to $7.3 billion, compared to 2023. However, dollar sales remain higher than 2019 levels, with a five-year compound annual growth rate of 0.5%. Albeit at an improved rate, units sold decreased year-over-year, down 3%, while the average selling price also declined by 3%.

All seven juvenile product categories tracked by Circana experienced sales declines in 2024, according to Circana’s Retail Tracking Service. The closure of a national specialty retailer factored into year over year comparisons in the first half of 2024 and influenced the declines, but the industry’s performance improved in the second half of the year. Overall, the largest category declines in 2024 stemmed from furniture, followed by bed and bath. Travel, the largest category, had the slowest and smallest decline – driven by car seats, which grew 2% for the year. The market is seeing growth in premium brands for products used outside the home such as strollers, while consumers are seeking value for inside the home items as entry level and mid-level brands are growing in these areas.

Furthermore, Circana’s Checkout data reveals interesting findings as it pertains to the buyer base. More buyers purchased juvenile products in 2024; however, these consumers spent less and made fewer shopping trips. 

“We are seeing improvements in the juvenile products sales trends, particularly within the travel, entertainment, and feeding categories,” said Stephen Hinz, executive director and juvenile products industry analyst at Circana. “Meeting consumers’ priorities both inside and outside the home, and implementing creative ways and products to get consumers into stores more often and spending a little more, are key dynamics for manufacturers and retailers to act upon, to return this market to growth.”