Etsy doubles down on happy events with new baby registry service

First comes love, then comes marriage, then comes a baby…in a baby carriage.

Following the introduction of its wedding registry in May, Etsy has now launched a baby registry.

The logic behind Etsy's baby registry echoes that of its wedding business: In the last six months, people have been searching for “baby item” every second on Etsy, which the company says indicates that shoppers want “alternatives to mass-produced baby and kids items.”

• In the last three months, Etsy has seen “a 270% increase in searches for custom toy boxes, an 80% increase in searches for handmade toys…and a 36% increase in searches for vintage baby clothes” year over year.

“Parents are gravitating towards time-honored pieces to add character to their kids' space and are prioritizing items made to be passed down and cherished for years to come,” Etsy trend expert Dayna Isom Johnson said in a blog post.

New life: Online wedding services platform Zola previously announced that in September it will also introduce a baby registry, filling the vacuum left by the shuttering of Bed Bath & Beyond’s Buybuy Baby brand.

• With the introduction of its wedding registry, Etsy also stands to gain some of the former Bed Bath & Beyond customers.

Online registry platform Babylist is finally diving into brick and mortar after 12 years, with a new showroom in Beverly Hills.