This weekend an army of bumps and buggies will descend on London Olympia for the UKs largest and best-loved Pregnancy and Baby show. It’s a full on baby fest with over 100 parenting brands vying for the attention of a new generation of mums and dads to be. But with everything now available at the click of a button are these kind of shows still relevant? Is it worth going to the Lidl Baby Show?
Armed with a healthy dose of curiosity and skepticism, I went to my first baby show with three kids already under my belt and a fourth incoming. I had visions of a chaotic, overwhelming trade show filled with pushy salespeople trying to convince me I needed unnecessary gadgets by the pram load. As a seasoned parent, with half the stuff already at home, would it be for me?
Surprisingly, it was.
A vibrant one stop shop for everything baby related, The Baby show exceeded expectations and proved fun, inspiring and informative. Not to mention, money saving. If you are in the mood to shop ..and you have some stamina, you can get it all done at a fraction of the cost.
Is it commercial? Brazenly. But it’s also joyful. The energy of a hall filled with excitement and oxytocin is intoxicating. And yes each visit does make me want to have another baby!
The Lidl Baby show happens four times a year at four locations across the UK – Manchester, Nec Birmingham, London Excel and my personal favourite London Olympia. It takes place over three days over the weekend, hosting hundreds of brands from buggy giants Babyzen to baby bottle heavyweights Tommee Tippee, as well as boutique brands and ‘new kids on the block’.
You will find services from meal subscriptions to family photographers, doula services, rental apps – if you can think of it, it will be there. The event also offers up first hand advice from leading experts in all things Pregnancy, Baby sleep, Birth, Fitness, Nutrition and Mental health.
Reasons to visit the Lidl Baby Show
1.Product Discovery
Expectant parents will find everything they need here and didn’t know they needed. The Baby show is a great way to learn what is out there and which bits are important to you. From traditional to contemporary, stylish to functional, the wide variety of styles and brands enable you to visualise what version of motherhood is for you. You will also be able to gage the wide range of prices and understand which products are worth spending extra on.
TOP TIP: don’t feel compelled to buy anything – It may be that you go away and source all of your products second hand or through a rental service.
Sustainability:
The Baby Show proudly champions Sustainable Brands. If sustainability is high on your list of priorities make sure to check out Finnson, My Happy Planet, Carifit, Genie Wipes, Kiki & Sebby, Kura Organics and Cleannest nappies.
2. Learn from the Experts
Every show the main stage hosts a variety of expert talks, celebrity Q&As and panel discussions. There is so much great information to be gleaned here particularly for first time mums.
Questions about breastfeeding, nutrition, baby wearing safety and sleep are tackled with honesty and without judgement by leading specialists such as weaning gurus Annabel Karmel and Charlotte Stirling-Reed and Positively Parenthood’s Heidi Skudder. Make sure you check the schedule for the day and take note of the ones that peak your interest.
TOP TIP: If you choose only one talk let it be The Daisy Foundation’s Baby First Aid course where you will learn life saving tips about choking, SIDS and Burns – worth the ticket price alone.
3. Meet The experts/ Find your Mum tribe
Not only will you hear expert advice from the live shows on the main stage, you will likely get to follow up with these experts and their teams throughout the show at their dedicated stations. This is the perfect opportunity to ask any niggling questions and potentially strike up relationship with practitioners that you will need. From physios to sleep therapists, doulas to baby wearing fitters – it takes a village to raise a baby and most of this support team can be found here.
In addition this is the perfect place to strike up conversations with other parents, swap numbers and make friends.
4. Grab Discounts and Special Offers
Possibly the most obvious lure of an event like this is the chance to save some real money. If you are ripe and ready to buy big items – nursery furniture and travel systems- the Baby show will likely save you at least 30% off the normal price. All of these items will be sent to you within a few weeks of the show.
If you are not quite ready to buy, a lot of vendors will offer a post show discount so be sure to ask for these too and remember to keep a close eye on brands’ social media pages as many will advertise their discounts here. For great offers on ex display items you might want to try your luck on the last day, when brands are packing away and looking to off load stock.
5. Try before you buy
One of the biggest benefits to having all the biggest brands under one roof is being able to compare IRL. The Buggy testing track is a stroke of genius – a recreated indoor track with bumps and obstacles – enabling you to test drive some of the most popular buggy brands and work out which meets your needs.
Similarly baby carrier brands will eagerly strap you up (with a weighted doll if your new arrival is pending ) – allowing you or your partner to identify the best baby carriers for your body and needs.
Unlike retail shops there is no pressure to buy, the brands are grateful to be on your radar and expect you to do the rounds and compare with other brands. Brand reps are friendly, knowledgable and more than happy to do product demonstrations – just ask.
6. Freebies
If you are buying bundles or big items, it is likely that you will be offered a little something extra by well wishing brands. However if you are just taking it all in, expect to be handed lots of samples and leaflets as you walk around the stalls. Definitely take a tote bag and be ready to fill it up with free creams, breast pads, baby vitamins, detergent samples, bibs, dummies, baby cutlery and the like. Nappies and baby food are provided as a courtesy too.
For your comfort..
The Baby show welcomes babies and toddlers and there are breastfeeding areas and a designated Lidl Lupilu baby changing area where you will find changing stations equipped with free award wining Lupilu nappies and wipes. There is also a baby feeding café where you can pick up free pouches of baby purees and toddler meals, with microwaves to warm up food. High chairs and baby cutlery are also available.
The Show is fully accessible with lots of food and coffee stops and break out areas for expectant mums needing to take time out and refuel. You will even find a massage station offering free massages to weary visitors.
Vendors will be happy to hold larger items for you to pick up at the end and remember to collect your prepaid goodie bag at the end so you don’t have to lug it around with you.
What’s in the Lidl Baby show goody bag?
Whilst I wouldn’t say the goody bag is a must buy, for £6 it’s definitely worth it. I would advise to pre pay this at booking as they do tend to run out. The value of the contents well exceeds the £6 and often includes baby essentials such as baby bottles, baby creams, muslins, pregnancy vitamins and magazines. Head to instagram @dailymumtra on Friday for the scoop on this years goody bag haul.
Top Tips for Visiting the Baby Show:
- Do some research. Exhibiting brands are listed on the official Baby Show website and make a list of the brands you must see. If you know what you want to buy check out regular prices so you have a point of comparison on the day.
- Make a list of what you want to buy and set a budget. Maybe you are happy to buy some of these things second hand. If so see how easy it would be to source them.
- Check the daily schedule on the live talks stage and make a note of the talks you want to see.
- Follow your favourite exhibiting Brands on Instagram. Many will be listing post show discounts there.
- Pre -buy the goody bag with your ticket – they nearly always sell out of these.
- Pace yourself , have an open mind and remember to have fun! The Baby Show is a great excuse to celebrate the tiny human in your life. Take your partner, mum or mother in law (or all three) for some unique bonding time.
The Baby show will return to Olympia London for its 23rd year 25th – 27th October 2024. Book Here
Charlie Avella is a London Mum of Four who writes about Parenting In the big city. Read more about her journey from West End Performer to Parent press and Editor of The Daily Mumtra.