A new study has found that mums are increasingly going glam with their hospital bags – packing luxury pyjamas, cashmere socks, and pillow mists to get them through their labour
Modern mums are stepping up their game when it comes to packing their hospital bags for childbirth, with luxury pyjamas, cashmere socks, and pillow mists making the cut. A survey of 1,000 women who’ve given birth in the past five years, along with 100 expectant mothers, revealed they’ve splashed out an average of £120 to create the perfect birthing suite ambiance.
The contemporary maternity bag essentials now include Bluetooth speakers for a personalised birth playlist, a phone tripod for the inaugural family Instagram photo, and even under-eye masks. With an average of 12 meticulously selected items packed, some mums have gone as far as bringing in aromatherapy diffusers to maintain tranquillity during contractions.
Bola Sol, a savings expert at Rakuten, which commissioned the study and has launched a limited time cashback offer of 10% for existing members and 20% for new customers at high-street retailer Boots, commented: “The findings reflect how important it is for many women to feel calm, in control and comfortable when giving birth.”
“Whether it’s a soothing playlist, a favourite pair of pyjamas or a spritz of pillow mist, these thoughtful touches can help boost confidence and reduce stress – which is good for both mum and baby.”
The research also highlighted that mums invest significant time planning their bags – with 33% contemplating what to pack months in advance, and 28% starting to shop for items well ahead of time.
Affordability plays a crucial role in deciding what goes into these hospital bags. Almost half actively compare prices, and a third make sure they use cashback to stretch their budgets further.
Almost two out of five mums set themselves a budget for their bag. However, a third confessed to exceeding their budget in their quest to feel prepared for their hospital stay.
Comfort (73%) and practicality (52%) topped the list of priorities, but for 24%, including a few luxury or self-care items was crucial.
Over half (54%) sought advice from friends on what to pack, while 49% admitted being swayed by social media content. According to a study by OnePoll, 29% now view a high-end hospital bag as an integral part of their birthing experience.
Bol added: “Mums today are balancing self-care with smart shopping. They’re using cashback and tools to get the best value, while still making space for a little indulgence.
“These bags are about more than comfort – they’re about confidence, preparation and making the birth experience feel more personal.”