Brits take a baby shower

American style baby showers have become de-rigueur in the UK, says an ongoing study by cahoot to track the proliferation of ideas imported into Britain from the U.S. The report found that 3.9 million British spent a colossal £102 million on baby shower presents over the past five years.

According to cahoot’s Transatlantic Trend Spotting report, almost 2.3 million women attended a women-only baby shower in the past five years, with the host forking out an average of £148 on food, drink, games, prizes and decorations to help the party swing.

The popularity of British baby showers is thought to have been stoked by popular TV imports such as Friends, Sex in the City and Desperate Housewives, which all featured baby shower episode in recent years. Reportage of American celebrities, such as Nicole Ritchie and J-Lo who both had showers thrown for them recently, has also increased their profile.

Baby clothes were by far the number one gift - bestowed by 63% of guests, followed by presents to pamper mum (25 per cent) and toys (22 per cent). Keepsakes such as trinkets and jewellery (15 per cent) and baby toiletries (nine per cent) completed the top five. The average present cost around £25.

Matthew Timms Head of cahoot, commented: “Britons are always looking for more ideas for things to do with their money. They’ve certainly fallen hook, line and sinker for U.S. style baby showers, and are now spending a small fortune on presents for mum and baby. It’s a great way to celebrate a new life and the start of a new chapter.”

Case study

Amy Davies 29, is a full time Nanny who lives with her partner in Highgate North London. She is expecting her first child in early March.

Amy says: “Being a nanny I have been invited to quite a few baby showers in the past especially by some of the American and international families I have worked with. Although I didn't think about having one myself until a friend suggested it, I really liked the idea of getting all my friends together for a really fun girly time and of course the thought of lots of lovely pressies appealed too! I have travelled quite a lot and have always been open to new ideas and different celebrations and think it is a great idea to incorporate the best of foreign trends into the British culture."