Bloom & Wild Says: No More Sending New Baby Gifts

Rethinking New Baby Gifts: A More Thoughtful Approach

As new parents welcome their little ones into the world, they are often inundated with gifts, flowers, and well-wishes from friends and family. While this initial support is heartwarming, a growing concern has emerged about the emotional struggles many new parents face in the months following the baby’s arrival. Recent studies reveal that over 82% of new parents feel isolated and lonely, especially when the excitement of the newborn begins to fade and their partners return to work.

In response to this issue, Bloom & Wild, a well-known florist, has launched a heartfelt campaign called “Delay the Delivery.” Created in collaboration with the creative agency The Or, this initiative encourages loved ones to rethink the timing of their gifts. Instead of showering new parents with presents immediately after birth—when they are often overwhelmed with support—friends and family are encouraged to send thoughtful gifts one to three months later, when they are likely to feel most alone.

The idea is simple yet powerful: by scheduling gifts to arrive during a time when new parents may be feeling isolated, these gestures can have a more profound impact. The campaign is supported by Bloom & Wild’s Better Late Delivery service, allowing people to pre-order flowers and gifts that will arrive at just the right moment.

Charlotte Langley, CMO of Bloom & Wild, emphasizes the importance of this shift in perspective. “By talking to new parents, we learned that the support from loved ones is particularly crucial in the months following a baby’s arrival,” she explains. “We often rush to give gifts in the early days, focusing mainly on the baby. However, with our Better Late Delivery, we’re inviting people to consider when their care would mean the most.”

Charlene Chandrasekaran, executive creative director at The Or, shares similar sentiments. She notes, “The experience of bringing a newborn home is incredible, but the feeling of isolation can be real as the initial excitement fades. That’s when new parents need the most support.”

By encouraging loved ones to “Delay the Delivery,” this campaign aims to foster deeper connections and provide meaningful support to new parents when they need it most. It’s a reminder that sometimes, the most thoughtful gestures come not from the immediate gifts but from the love and care shown over time.

In a world where loneliness can overshadow the joy of new parenthood, this initiative serves as a gentle nudge to reach out and offer support, creating a lasting impact in the lives of new families.

Credits

Creative Agency: The Or
Group Brand Director: Berlin Abraham
Executive Creative Director: Charlene Chandrasekaran
Strategy Partner: Sarah Oberman
Production Partner: Metz ti Bryan
Senior Creative: Jacob Hellstrom
PR Director: Hannah Currey
Design Director: Nik House

PR Agency: Earnies
Founder: Nikki Collins
Senior Account Director: Danielle Moore

Client: Bloom & Wild
Chief Marketing Officer: Charlotte Langley
Brand Lead: Charlotte Robertson
Creative Director: Laura Rees Weeden
PR Lead: Amy Sanchez