How Gender Neutrality Will Impact Your Online Store

by Gail Oliver, Online Marketing Consultant

When I consult for an online store selling kids or baby products, one thing I typically tell them is that buyers predominantly use gender in their product searches. However, this appears to be changing and you need to know how gender neutrality will impact your online store.

If you sell baby or kid’s clothing, toys, décor, even kid’s party supplies, you are going to see more and more gender neutral and unisex searches. How Gender Neutrality Will Impact Your Online Store

Gender Neutral Products on the Rise

This past Christmas, Mattel released a series of gender neutral dolls.
A survey by ChannelMum.com found that one third of parents are opting for gender neutral names.
According to Pinterest’s 2020 trend report, searches for unisex nurseries is up 527%, making it one of the biggest trends of the year.

And while millennials love their gender reveal parties, there is a feeling that Gen Z might not being as interested in carrying on this tradition.

Retailers have already figured out that parents are moving this way. The Gap launched a section in their online shop called, The Neutral Shop, for baby clothes that are not defined by boy blue or girl pink and without any of the themes typically attached to girls (i.e. flowers) and boys (i.e. trucks). Pottery Barn Kids no longer categorizes their nursery or kid’s room décor by gender.

But it isn’t just kids products. Gender neutral beauty and skin care products has been another break out category.

Therefore, if this is the way the market is moving, or just a trend for the 2020s, you might want to look at your business and make sure that you are covering all of your possible market segments for any products that are currently gender specific.

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