Originally Baby Showers were held soon after the birth of a child, but nowadays they tend to take place during pregnancy. With today's technology allowing gender to be confirmed during pregnancy, parents often like to plan ahead and kit baby out with everything he or she will need beforehand. What's more, the backlash against gender specific colours has seen an explosion of unisex products on the market making buying for baby - with or without this information -  easier all round.

Although hand made gifts remain popular, few of us are able to knit a blanket or a pair of booties from scratch and rely therefore, on good retailers with links to those in the local community that can. Former Nursery Industry interviewee Gayle Haddock of Carry Me Home has, like many retailers before her, founded her hugely successful business upon hand made, personalised gifts - a clear indication that a thoughtful gift does not have to be an expensive one.

It's also worth remembering that family and friends often choose to buy the more necessary items as gifts to help prospective mums and dads save money during what can be a very expensive time. If your giftware section is limited - be sure to promote the benefits of your existing range as suitable gift purchases too.

"In these challenging economic times it is more important than ever to look beyond your usual business boundaries and identify new potential markets," says leading market research company Mintel. Wholesaler Baby Brands Direct sees the gift market as a lucrative area of expansion for retailers in the nursery sector: "We feel it’s an area where independents can use their imagination and creativity to transform a simple product that might be available in multiples in a different way at a higher price point. For example, they can purchase teddy bears, toys and clothing items from us and present them in wicker baskets with cellophane and ribbons, making them unique to their store and a stunning gift." A survey conducted by mumsnet.com, found that the best gift for a new parent or baby is a hamper full of practical things, supporting the case for practicality in gift buying further.

That said, keepsakes are as popular as ever, so from personalised photo frames, to albums, money boxes, baby casting kits and silverware, you should offer a wide selection of products that enable customers to make a sentimental purchase alongside something more practical. And don't forget mum and dad! There are are a range of gift options for new parents which, designed to congratulate them personally, act as great 'add on' sales too.

From customised gift baskets, to clothes, toys and keepsakes, there are a number of gift items out there that will help to set your shop apart from the rest. It might even be worth offering a list holding service for Baby Showers and Christenings - boosting sales and creating a loyal customer base in the process. Advertising in the local consumer press and at mother and toddler groups may well be a good place to start.

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