The Relevancy Read

Hot takes, early calls and astute observations, carefully curated.

A Sampling

Postpartum products and anti-aviation travel.

December 20, 2022

Postpartum products pop off. (Pun intended).

Millennial moms' nuanced post-partum needs increase demand for solution-oriented products and services. NYC-based postnatal retreat Boram provides everything new moms need to ease into motherhood. It's 5–7-night stays include nourishing meals, education, lactation support, and a 24/7 helping hand. Postpartum gifting, also known as “push presents,” grows more extravagant as loved ones look to make this transition easier on mothers. Popular maternity brand Hatch wisely taps into this market, offering elevated products such as hospital departure kits, feeding-friendly loungewear, and belly oils. Look for creative ways your business can merchandise around the fourth trimester.

Trains and automobiles experience a renaissance as consumers avoid planes and airports.

Anti-aviation travel gains momentum with the promise of lower carbon footprints, lower costs, and additional space. Expanding its presence in Florida, Brightline Train positions the future of train travel with low-cost tickets, a variety of amenities such as private car services to and from stations, lounge access, and onboard food and beverage. Sleepover bus Napaway takes travelers from D.C to Nashville in lie-flat bed pods, while American Airlines announced plans to replace certain domestic routes with shuttle services. As called out in our Complete Guide to Travel & Leisure, old-world train travel takes off—Belmond recently announced plans for more routes in response to increased interest from younger consumers, while the Orient Express now accepts pre-registration for its 2024 train debut.

The way to consumers’ hearts is through the stomach.

Foodie collaborations consistently provide irresistible incentives for customers to come in-store. Musical artist The Alchemist teamed up with Uncle Paulie’s Deli for an album release pop-up, including vinyl records packaged as sandwiches to match the limited-edition salami sandwiches on offer. Alex Mill recently tapped viral bakery L’Appartement4F to bring holiday treats and foot traffic to its SoHo store, opening extra early so shoppers could grab croissants and gifts before work. When pushing IRL engagement, harness local and beloved eateries for mouth-watering marketing hooks.

Human touches stop shoppers in their tracks.

We’re calling it now: handwritten, thought-provoking notes will capture customers’ attention as a much-needed tech antidote. New York restaurant Little Ruby’s collaborated with artist But Like Maybe on napkin graphics with prompts like, “My friend in the ____ thinks ur cute and can be reached at ____ thank u,” encouraging guests to mix and mingle. Amid the overwhelming marketing emails and texts during Black Friday month, We’re Not Really Strangers broke the sale hypnosis and encouraged thoughtful consumption, sending an email with the subject line “I’m curious,” and asking questions like “What do you think about when picking out gifts for the people you love?” Sprinkle in heartfelt messages when and wherever possible to connect with your customer personally.