7 Promotion Ideas For Maternity & Pregnancy Wear Brands

The global maternity wear market is projected to reach $30.87 billion by 2030, but standing out requires more than comfortable clothes. Today's expecting mothers want brands that understand their journey, celebrate their changing bodies, and offer solutions that work beyond the delivery room. With social media marketing driving market growth at 3.4-4.8% CAGR, maternity brands that leverage the right promotional strategies—combined with tools like Opensend Connect to identify high-intent visitors—can build loyal communities and maximize customer lifetime value throughout the entire pregnancy-to-postpartum journey.

Key Takeaways

• Micro-influencers deliver higher ROI with brands seeing 3-7% engagement rates from micro-influencers versus just 1-2% from mega influencers, at a fraction of the cost
• Sustainability sells as a growing number of values-conscious customers are willing to pay premium prices for eco-friendly maternity wear
• Email segmentation matters with pregnancy journey-based email automation driving repeat purchases by addressing customers at each stage
• Postpartum positioning extends value as marketing clothing as pregnancy + postpartum + nursing compatible increases customer lifetime value beyond 9 months
• Cultural shifts create opportunity with the Rihanna-driven pregnancy aesthetic making bump-celebrating fashion socially mainstream
• UGC builds trust as user-generated content showing real pregnant bodies addresses fit anxiety—a top purchase barrier

Why Maternity Brands Need Smarter Promotion Strategies

The maternity wear industry faces unique marketing challenges. Purchase windows are compressed into nine months, customers have rapidly changing body shapes, and fit anxiety creates significant purchase barriers. Traditional promotional tactics fall short when dealing with expecting mothers who need reassurance, education, and community support alongside quality products.

The market's growth creates both opportunity and competition. While overall sales climb steadily, brands compete for attention across an increasingly fragmented digital landscape where social media marketing and influencer partnerships drive 3.4-4.8% annual growth. Younger millennial and Gen Z mothers prefer digital interactions and value authentic brand connections over traditional advertising.

Data-driven approaches now separate successful brands from the rest. Brands using visitor identification technology can capture high-intent browsers who leave without purchasing, track customer journeys across devices, and personalize messaging based on pregnancy stage. With the market remaining highly fragmented—top 10 players accounting for only 10% market share—differentiated promotional strategies create sustainable competitive advantages.

1) Launch Micro-Influencer Marketing Campaigns

Best For: Brands of all sizes seeking cost-effective reach with high engagement

Micro-influencers (10,000-100,000 followers) deliver exceptional results for maternity brands. With 82% of consumers highly likely to follow micro-influencer recommendations, these partnerships build authentic connections that mega-influencers simply cannot replicate.

Why Micro-Influencers Work for Maternity

The numbers speak for themselves:

• Engagement rates: 3-7% average compared to 1-2% for celebrity influencers
• Budget-friendly: $100-$1,000 per post versus thousands for macro influencers
• Market shift: 61% of brands now focus budgets on nano/micro-influencers

Micro-influencers have nurtured their following over time, building trust and credibility with their audiences. For maternity brands, this means partnering with parenting bloggers, pregnancy fitness instructors, and mom-to-be lifestyle creators who genuinely resonate with expecting mothers.

Real Brand Example

PinkBlush maternity partnered with Instagram micro-influencer @vanessaeveylynn to showcase their cardigan. This authentic integration felt natural to followers rather than like a forced advertisement.

Implementation Tip: Start with 5-10 micro-influencers in the pregnancy/parenting niche. Track which partnerships drive the highest conversions, then scale with those creators.

2) Build Community Through Educational Content Marketing

Best For: Brands wanting to establish trust and long-term customer relationships

Pregnancy is a pivotal turning point when women make conscious choices about their health, lifestyle, and purchases. Brands that provide genuine value through education—rather than just selling products—build lasting loyalty.

Content That Resonates

Focus your educational content on topics expecting mothers actively search for:

• Pregnancy comfort and body positivity
• Size inclusivity and fit guidance
• Prenatal fitness and wellness tips
• Nursery preparation and baby essentials
• Postpartum recovery and nursing transitions

Hatch founder Ariane Goldman emphasizes that successful maternity brands must "listen and create products" that solve those problems through an educational approach. This positions your brand as a trusted resource, not just another retailer.

Addressing Information Overload

Pregnant women face overwhelming amounts of safety and wellness information on social media. Your brand can stand out by curating reliable, simplified guidance through blog posts, Instagram educational reels, and TikTok how-to videos.

Implementation Tip: Create a content calendar that maps to each trimester, addressing stage-specific concerns and naturally featuring relevant products as solutions.

3) Implement Email Marketing with Pregnancy Journey Segmentation

Best For: Brands seeking cost-effective direct reach with personalized automation

Email marketing remains one of the most cost-effective channels for maternity brands. But generic blasts won't cut it—segmentation based on pregnancy stage transforms results.

Segmentation Strategy

Divide your email list by:

• Trimester: First, second, and third trimester needs differ dramatically
• Due date: Time-sensitive offers and product recommendations
• Postpartum phase: Recovery wear, nursing-friendly options
• Purchase history: Cross-sell and upsell based on past behavior

Brands like Mamaway demonstrate effective email campaign frequency, sending regular newsletters with targeted offers like "Click Quick—Save 20%" and "Final Hours for Click Frenzy."

Extending Customer Lifetime Value

The pregnancy-to-postpartum journey spans 18-39 months:

• Pregnancy: 9 months
• Postpartum recovery: 3-6 months
• Nursing: 6-24 months

Email segmentation allows you to stay relevant throughout this entire lifecycle, turning a one-time maternity purchase into multiple transactions.

Implementation Tip: Use marketing automation platforms to trigger emails based on due date calculations, automatically advancing customers through trimester-specific flows.

4) Launch User-Generated Content (UGC) Programs

Best For: Brands wanting authentic social proof that addresses fit concerns

Every pregnant body is different. User-generated content showing real customers at various pregnancy stages addresses fit anxiety—one of the top barriers to online maternity purchases.

Why UGC Works for Maternity

• Authentic social proof: More trusted than brand-created content
• Cost-effective content creation: Customers generate promotional material
• Addresses sizing concerns: Real bodies at different pregnancy stages demonstrate fit
• Builds community engagement: Customers feel part of your brand story

Program Structure

Create incentives for customers to share their maternity looks:

• Photo contests: Feature winners on your website and social channels
• Discount codes: Offer percentage off next purchase for submissions
• Exclusive access: Early access to new collections for active contributors
• Brand ambassador programs: Formalize relationships with top contributors

Implementation Tip: Request usage rights upfront and integrate UGC into email marketing flows to show social proof at optimal purchase moments.

5) Lead with Sustainability and Ethical Manufacturing Storytelling

Best For: Premium brands targeting values-conscious customers

Sustainability isn't just a trend in maternity wear—it's a growing market driver. A growing number of values-conscious customers are willing to pay premium prices for eco-friendly options, making ethical positioning a powerful differentiator.

What Sustainability Looks Like

Leading maternity brands are expanding sustainable lines featuring:

• Organic cotton and GOTS-certified materials
• Recycled fabrics and low-impact dyes
• Ethical labor practices and factory transparency
• Sustainable bamboo fabric alternatives

Brands like Talm and Pure Mama have built their entire positioning around elevated, sustainable approaches to pregnancy fashion.

Why It Resonates

As Well People co-founder Shirley Pinkson Mañas notes, "At pregnancy, women are making" all kinds of choices to better their life and to better their health. Sustainability aligns with this mindset of conscious decision-making.

The EU's April 2025 project Horizon 2020 "Sustainable Maternity Wear" signals growing institutional support for eco-friendly maternity options.

Implementation Tip: Document your sustainability journey through behind-the-scenes content—factory visits, material sourcing stories, and certification achievements build credibility.

6) Position Products for Postpartum and Nursing Transitions

Best For: Brands seeking to maximize customer lifetime value

One of the biggest investor objections to maternity brands is: "Doesn't pregnancy only" last nine months? Smart positioning addresses this head-on by marketing clothing that works beyond pregnancy.

The Postpartum Opportunity

Customers increasingly look toward the postpartum period when choosing maternity clothes. Features that extend product usefulness include:

• Nursing access points (buttons, hidden zippers, wrap designs)
• Adjustable waistbands for postpartum recovery
• Belly support for core recovery
• Versatile styling that transitions to non-maternity wear

Brand Success Example

Hatch was acquired by Go Global alongside Janie + Jack specifically to "build a bridge" between the trust it has with mothers-to-be and the next purchasing stage. This acquisition strategy validates the business case for postpartum positioning.

Implementation Tip: Update product descriptions to highlight postpartum and nursing functionality. Create dedicated "Beyond Pregnancy" landing pages showcasing versatile pieces.

7) Leverage the Pregnancy Aesthetic Shift in Social Campaigns

Best For: Fashion-forward brands targeting style-conscious expecting mothers

When Rihanna announced her first child in 2022 with her iconic Harlem photoshoot, pregnancy became an aspirational aesthetic. This cultural shift transformed how expecting mothers approach fashion—and how brands should market to them.

The New Pregnancy Fashion

The era of hiding bumps is over. Today's pregnant customers want:

• Form-fitting clothes that celebrate changing bodies
• Bare belly options for photoshoots and special occasions
• Bump-celebrating styles rather than bump-concealing
• Fashion-forward pieces that don't compromise personal style

Labels like Hatch have adapted by adding more versatile pieces like cardigans and even crop tops—a dramatic shift from traditional stretchy basics.

Campaign Strategy

Your social media campaigns should reflect this cultural moment:

• Feature confident, bump-forward photography
• Showcase diverse body types at different pregnancy stages
• Create aspirational lifestyle content on Instagram and TikTok
• Partner with fashion influencers who maintain their style during pregnancy

The shift is significant: historically, "You weren't telling" your boss you were pregnant until about five or six months in fear of getting fired. Now pregnancy is celebrated publicly from the first trimester.

Implementation Tip: Audit your existing photography. Replace any imagery that hides or minimizes pregnancy with confident, body-positive visuals that align with modern expectations.

Why Opensend Helps Maternity Brands Maximize Marketing ROI

Every promotional strategy in this guide generates website traffic—but what happens when visitors leave without purchasing? For maternity brands, where the purchase window is time-sensitive and fit concerns drive hesitation, recapturing those visitors is essential.

Opensend specializes in identifying anonymous website visitors and converting them into customers through multi-channel retargeting.

How Opensend Supports Maternity Brand Growth

Identify High-Intent Visitors: Opensend Connect captures high-intent visitors in real time—including those who browse your maternity collection, check size charts, and leave without purchasing. Instead of losing them forever, you can retarget via email, social, postal, and SMS.

Unify Cross-Device Journeys: Expecting mothers research on mobile during appointments, browse on tablets at home, and purchase on desktop. Opensend Reconnect unifies these fragmented identities using a proprietary identity graph, enabling personalized marketing flows regardless of device.

Recover Lost Email Contacts: Email lists decay as customers change addresses. Opensend Revive automatically replaces bounced emails with active addresses for the same users—critical for maintaining engagement throughout the 18-39 month pregnancy-to-postpartum journey.

Create AI-Powered Segments: Opensend Personas builds AI-powered persona cohorts based on real purchase and behavioral data. Segment expecting mothers by trimester, purchase intent, or browsing behavior for smarter retargeting campaigns.

Proven Results for Fashion Brands

Opensend's technology has delivered exceptional results for fashion and apparel clients:

• Kut from the Kloth: Generated $107,000 in 30 days with 48X ROI
• Melinda Maria: 23.8X ROI with 55,211 resolved identities

With seamless integrations for Shopify, Klaviyo, and other major platforms, setup takes under 5 minutes. Explore Opensend's success stories to see what's possible for your maternity brand.

Start Converting More Maternity Shoppers Today
The maternity wear market is growing, but competition is fierce. Brands that combine authentic influencer partnerships, educational content, sustainability storytelling, and smart visitor identification will capture market share from generic competitors.

With top 10 players accounting for only 10% market share, the opportunity for differentiated maternity brands is significant. Implement these seven promotional strategies, leverage tools like Opensend to capture anonymous visitors, and build relationships that extend from the first trimester through nursing and beyond.

Ready to transform your maternity brand's marketing? Explore Opensend's solutions or check their fashion brand stories to see what's achievable for your business.

Frequently Asked Questions

How can maternity brands identify high-intent visitors before they leave?

Visitor identification technology like Opensend Connect captures browsing behavior—product views, size chart checks, cart additions—and matches anonymous visitors to known profiles. This enables targeted email retargeting even when visitors leave without purchasing.

What content works best for attracting expecting parents through organic search?

Focus on stage-specific content that addresses real concerns: trimester-by-trimester style guides, fit and sizing tutorials, postpartum wardrobe planning, and nursing-friendly clothing recommendations. Educational content builds trust during this high-consideration purchase phase.

How can maternity brands personalize marketing for different pregnancy stages?

Segment customers by due date, trimester, and postpartum phase. Use marketing automation to trigger stage-specific product recommendations—first trimester essentials, third trimester comfort pieces, and postpartum recovery wear. Tools like Opensend Personas create AI-powered cohorts based on behavioral data.

What's the best way to re-engage shoppers who abandoned their carts?

Implement abandoned cart recovery flows via email and SMS. Personalize messages based on the specific products abandoned, and consider offering incentives like free shipping or percentage discounts. Multi-channel approaches using email, social retargeting, and direct mail maximize recovery rates.

Which social media platforms work best for maternity wear brands?

Instagram and TikTok lead for visual-first maternity content. Hashtags like #tiktokfashion have generated billions of views, and pregnancy content performs well in both platforms' algorithms. Pinterest also drives strong results, with 71% of users reporting the platform helps them discover new products.