"Some parents worry that holding and cuddling more could 'spoil' their child and make them dependent on parents," says Gideon Wilkins, Managing Director of Wilkinet, "but they've no need to worry. It can, in fact be the opposite. A recent Wilkinet survey of 386 of mums, and dads, shows that children who are cuddled constantly - for example while being held in a baby carrier - are more likely to be 'confident in themselves' and 'sociable' than children who were not carried when they were younger. We're running a campaign to encourage to parents to double the time they spend cuddling their children (more information at www.doubleyourcuddles.com)."

A well designed baby carrier, which distributes the baby's weight evenly and holds the baby in a natural sitting position, can help to comfortably and conveniently carry for longer. When parents are asked what they consider to be the most important features in a baby carrier, being comfortable for baby and parent comes firmly at the top of the list. Other important features are the convenience of ease of use and being machine washable.

Reviews by parenting press and health professionals regularly rate the more alternative carriers like Wilkinet or other fabric carriers as the most comfortable because of the way they tie on to the parent and support the baby. While some alternative carriers can seem daunting at first, independent retailers have an excellent opportunity to demonstrate how to confidently use them - a service that the large national chains often don't have the time or expertise to offer.