So what can the retailer do to help? The first port of call for many Mums is to use a teething gel, but this is usually the province of the pharmacist who can also give advice on the differences between the products on offer. However, many mums are reluctant to smear a chemical on their young baby's gums so they are looking for other solutions.

One possibility is the teether. Babies often find comfort in chewing and a number of toys are designed specifically to be put in the mouth and chomped on! Research has shown that if the teether is cool then this can help soothe those inflamed gums. Normally plastic doesn't hold the cold for very long so those toys with gels or water which, after a spell in the fridge, stay cool for longer. Rubbing sore gums often helps and these days there are also vibrating teethers!

Teething toddlers will chew on anything and one frequent target is the top rail of the cot. Because they are left to sleep in their own room, parents cannot keep an eye on the child and stop any child gnawing in the small hours of the night. Many cots come equipped with protectors but not all, and parents often don't see the need when they buy the cot. After all, this darling little bump wouldn't do anything like that would it? And many don't, so there is not the pressure from other Mums to choose a cot with a teething rail. When selling a cot without a rail, it is worth mentioning that rails are available as an accessory so if theirs is one of those who is attempting to completely destroy a cot by chewing on it, they will know to come back to your shop and buy one.

Once those teeth are through then regular cleaning is essential - have a look at the number of toothbrushes designed for babies. And don't forget to talk to Mums about buying trainer cups - sucking anything other than milk or water through a teat is the fastest way to rot those tiny pearls.