Even though parents will always spend on new babies and children's essentials, they are more particular about what they spend that hard earned cash on. Good buys - those reliable musthave car seat and pushchair brands that have carved a niche in our British psyche, will stay strong. Names such as Britax for example, are likley to spring to mind as offering good value and reliable quality, plus a customer services programme which gives them the edge ahead of many competitors. In the present climate its the 'de lux' version of a product that will remain on the shelf, as consumers opt for the well-tried, perfectly adequate standard model. Faux fur and suede aside, 'does it do the job and is it safe for my child?', are the key criteria.

As far as pushchairs go, all-inclusive models are likley to blossom in 2009. Expensive extras such as travel bag, umbrella, parasol, raincover and so on are not featured on most families budgets. They want an efficient, lower-priced known brand name, that offers more than they expected at a reasonable cost. Graco travel systems look to excel in this tight market. As for the many hundreds of baby accessories that parents traditionally buy, it's time to minimalise the range and maximise the benefits of what you've already got. Think along the lines of 'if I could only buy one drinking cup, set of bibs, bath toy, bedding set...which would it be'.

Parents are now much more atuned to investing in products that offer an extended useful life. Choosing a product that is versatile and will 'grow with the child' means they are actually buying two or more products thus getting extra added value, so a highchair that can double as a low-chair or chair and desk, will appeal more than one that only serves one purpose. A cot that can convert into a cot bed and later a day bed might be more expensive initially but long term, it makes good financial sense. Promotions are king of this market. It's time to neotiate with suppliers and see what little benefits you can get. Can you afford to disocunt now and if so, think about tying the disocunt down with a sure sale. For example 'Half price washing powder with any set of new nappies', or 'half price toys when you spend £50 or more'. Get creative, get assertive and push those products that you know you would buy if you were in their position right now.