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CHICAGO – Buybuy Baby’s customers are heading elsewhere for their nursery bedding, décor and furniture now that the specialty division of Bed Bath & Beyond is going dark.
A fresh survey fielded earlier this week by market analytics company Numerator asked Baby customers to rank their top picks among the retailers that are angling for a piece of the defunct chain’s estimated $75 million in annual sales.
For nursery furniture, shoppers are looking at Target (52%), Amazon (54%), Walmart (32%), Pottery Barn Kids (16%), Wayfair (15%), Home Goods (11%), Overstock (9%) and Crate & Kids (9%).
For nursery bedding & décor, the leading choices are Target (70%), Amazon (58%), Walmart (32%), Pottery Barn Kids (14%), Kohl’s (13%) and Home Goods (13%).
For baby registries, Buybuy Baby shoppers said they would consider setting up a baby registry at Target (82%), Amazon (77%), Babylist (28%), Walmart (25%), Pottery Barn Kids (7%), My Registry (6%) and Crate & Kids (4%).
The May 1 survey also polled Baby shoppers on diapering products, bathing & skincare, baby clothing, baby toys and baby gear. Target came out on top for each category.
Aggregating the categories, 85% of Buybuy Baby shoppers plan to shop at Target for their baby items. Amazon ranks second with 69% of shoppers, followed by Walmart (47%) and Kohl’s (16%).
Consumers told Numerator the most compelling reasons to shop Buybuy Baby had been product selection (56%), deals and coupons (55%) and the gift registry (48%).
See also: Bed Bath & Beyond in Ch. 11; unsecured debts run to $billions
