Nesting Parties: The Modern Baby Shower Trend Redefining Parenthood Prep

Move over traditional baby showers—2025 is the year of the nesting party! Thanks to Gen Z and Millennials, this Pinterest-predicted trend focuses on creating a cozy, supportive environment for new parents as they prepare for life with a newborn. From practical gifts like diaper bouquets to setting up the perfect postpartum sanctuary, nesting parties are all about nurturing connections and ensuring new parents feel ready for their journey. Dive into our Q&A with Rascals Lisa Zainal-Arifin, Community Manager, and Niamh Shalloe, Marketing Coordinator, to discover how this growing trend is transforming parenthood prep with expert insights and must-know tips! —Noa Nichol

What inspired Rascals to focus on premium diapers, and how do they address the challenges faced by new parents?

Our mission is to create products that reduce the stress of early parenthood because they’ve been engineered to perform better. Our focus is supporting parents on their parenting journey. The different between a good diaper and a bad diaper is something that every parent knows the consequences of. To make parents’ lives easier, diapers need to tick off all the boxes: absorb well, prevent leaks, be gentle on skin, and don’t break the bank. Rascals Premium Diapers are expertly manufactured to solve all of parents’ key diapering concerns, so parents can spend less time worrying about diaper leaks, and more time spent with their little one(s).

Parenting has changed a lot in the past 50 years, from the stay-at-home era to the realities of the modern parenting work-life juggle. The parents who cope the best through parenting journey as those who realize the importance of their own well-being and prioritize it earlier. The impact a bad diaper has on parents’ lives (and their babies) is immense. It’s one of the things that makes life harder for parents than it needs to be, with leaks, explosions, and discomfort, all resulting in additional time, effort and money spent with a negative impact on the emotions and patience of parents.

The concept of a “nesting party” is gaining popularity—how do you think Rascals aligns with this trend, and why is it such a meaningful shift from traditional baby showers?

The concept of a nesting party aligns with Rascals’ mission to truly support parents where it matters most. At Rascals, we focus on making parenting easier by creating products that really work, which ultimately makes everything more enjoyable, and the nesting party trend mirrors this shift by prioritizing practical support over traditional celebrations. Unlike baby showers, which are primarily about celebrating the upcoming arrival, nesting parties focus on empowering parents by helping them prepare for the realities of life with a newborn. It’s about creating a supportive community that rolls up its sleeves – whether it’s organizing the nursery, prepping meals, or assembling baby gear. This shift resonates deeply with our brand ethos. Rascals is all about understanding what parents actually need – not just products, but reassurance, community and solutions. A nesting party embodies that same spirit, turning what can feel overwhelming into an opportunity for connection, preparation, and care.

With Gen Z and Millennials driving the nesting party trend, how is Rascals adapting its marketing strategies to connect with this audience?

Rascals’ marketing has is expertly tailored to Gen Z and Millennials parents, so we’re perfectly positioned to connect with the audience driving the nesting party trend. Our strategy focuses on meeting these consumers where they already are – social media platforms. 85% of Generation Z consumers say social media influences their purchasing decisions. Among these platforms, TikTok and Instagram are the most impactful (source: International Council of Shopping Centers. (2023). Generation Z consumers say social media influences purchasing decisions. Retrieved from Retail Dive). Nesting parties emphasize community and preparedness, and our marketing strategy mirrors that, creating a sense of connection and reassurance for modern parents.

Can you share any creative ways Rascals products can be incorporated into a nesting party, like diaper bouquets or other gifting ideas?

Rascals products are perfect for creative and practical touches at a nesting party! Here are a few ideas:

• Diaper Bouquets: Use Rascals’ diapers to create a beautiful “bouquet” centrepiece that doubles as a thoughtful gift. Wrap the diapers into floral shapes and arrange them in a vase with decorative ribbons for a blend of beauty and utility.
• Custom Care Packages: Create personalized gift boxes filled with Rascals diapers, wipes, and other essentials for parents. Add small luxuries like a cozy blanket or skincare for postpartum pampering.
• Changing Station Kit: Assemble a ready-to-use changing station for the nursery, featuring Rascals diapers, wipes, diaper cream, and a changing mat. It’s a practical and much-appreciated gift.
• “Stock the Nursery” Game: Turn a nesting party activity into a practical prep session. Guests can contribute Rascals diapers in various sizes, helping parents build a stash for every stage.
• Interactive Diaper Messages: Encourage guests to write funny or encouraging messages on Rascals diapers using markers. These little notes can bring a smile to parents during those late-night changes!

As a parent-focused brand, how does Rascals engage with its community to support them during the postpartum period and beyond?

We believe that parenting is a journey best navigated with support, reassurance, and a sense of connection. Our approach to engaging with our community during the postpartum period and beyond is centered on three pillars: support, resources, and community.

• Practical Support: We design products that address real parenting needs. They’re not just products; they’re solutions that make parenting a little easier.
• Educational Resources: We provide parents with accessible, easy-to-understand resources. Our blog covers topics like how to change a diaper and how to know when it’s time to size up, to diaper bag essentials to how to treat diaper rash.
• Building Community: We use our social media accounts to create a space where parents can share experiences, seek advice, and find camaraderie. By speaking in a relatable and reassuring tone, we’ve built a community where parents feel seen, heard, and supported.

Lisa, as Community Manager, what feedback do you hear most from parents about Rascals products, and how does this shape the brand’s offerings?

Parents often request new size options, size range extensions, and access to products currently limited to certain markets. These insights are shared with our teams to inform product development and support retailer discussions. This feedback helps us align Rascals’ offerings with the needs of our growing community.

Niamh, from a marketing perspective, how do you position Rascals as a must-have brand for parents preparing for their baby’s arrival?

We position Rascals as a must-have brand for parents preparing for their baby’s arrival by combining superior product quality with marketing that resonates deeply with modern families.

1. Category-Leading Product Quality: Our products deliver exceptional performance in absorbency, advanced leak protection, and softness – qualities that parents prioritize for their baby’s comfort and care. This ensures parents can trust Rascals for reliable essentials during the most important moments.
2. Relevance & Reliability: We connect with Millennial and Gen Z parents through relevant best-in-class marketing, and brand positioning that speaks to their values. By understanding their lifestyles, preferences, and the realities of parenting today, Rascals becomes a brand they can identify with and depend on.
3. Practical Solutions: Preparing for a baby is a big task, and our range of high-performing products – designed to make life easier – becomes an essential part of their journey. From diapers to wipes, our offerings give parents peace of mind knowing they’ve chosen products that work as hard as they do.

By blending best-in-class product performance with marketing that truly connects, Rascals isn’t just a choice for parents – it’s a necessity for creating a foundation of care, comfort, and confidence from day one.

Do you see the nesting party trend influencing other areas of parenting culture or product design in the near future?

Absolutely. The nesting party trend reflects a broader shift in parenting culture toward community-driven, practical support, and a focus on real-life preparation. This trend is likely to influence several areas of parenting culture and product design in the near future:

• Collaborative Parenting: Parents are increasingly looking for ways to share responsibilities and build support networks. This could inspire products that foster collaboration, such as shared meal prep kits, nursery organization systems, or subscription boxes designed for group gifting.
• Customizable and Practical Products: The focus on preparation and functionality may drive demand for more customizable, multi-purpose parenting products. Think modular nursery furniture, dual-use baby gear, or tailored gift bundles that adapt to specific family needs.
• Experiential Gifting: The nesting party’s hands-on, meaningful approach to celebration may shift gifting toward experiences rather than just products. For instance, brands might develop services like meal-prep workshops, nursery setup consultations, or subscription services that evolve with a child’s development.
• Wellness and Emotional Support: With parents prioritizing mental health and self-care, we may see products and services that blend practicality with emotional support, such as postpartum recovery kits, mindfulness tools, or community platforms for sharing advice and encouragement.

The nesting party trend highlights a deeper cultural movement: parents are seeking connection, reassurance, and solutions that truly meet their needs. Brands that tap into these priorities – like Rascals – are well-positioned to lead the way in this evolving space.

What do you think makes Rascals stand out from other diaper brands in the market, especially as parents focus more on sustainability and quality?

What makes Rascals stand out is our ability to deliver what modern parents care about most – sustainability, quality, and connection – without compromise.

1. Category-Leading Product Performance: Rascals offers unmatched absorbency, advanced leak protection, and softness, ensuring our products meet the highest standards of comfort and functionality. Parents can trust that our diapers will keep their babies happy and dry, day and night.
2. Sustainability: Rascals offers high-quality products made with gentle, dermatologist-tested materials for delicate skin and sustainably sourced pulp, caring for both your baby and the planet.
3. Relevance & Relatability: Our marketing speaks directly to Millennial and Gen Z parents who value authenticity and real-world solutions. By understanding their values and challenges, we’ve built a brand that feels like a trusted partner in their parenting journey.
4. Award-Winning Trust: With over 65 product and marketing awards, Rascals has established itself as a leader in the category, earning the loyalty of parents through consistent quality and innovation.

Finally, what are your top tips for hosting a successful nesting party, and how can Rascals play a central role in creating a supportive environment for new parents?

Hosting a successful nesting party is all about creating a supportive, hands-on environment where parents feel truly prepared for the journey ahead. Here are my top tips:

1. Set a Practical Tone: Unlike traditional baby showers, a nesting party focuses on getting things done. Encourage guests to bring practical gifts that parents will use, such as diapers, wipes, or baby gear. Rascals products are perfect for this – our diapers and wipes provide essential support, and they’re designed to deliver the quality parents trust.
2. Organize a Group Activity: Turn the nesting party into an opportunity for guests to pitch in. Whether it’s assembling baby furniture, organizing the nursery, or preparing freezer meals, these collaborative tasks help alleviate some of the stress new parents often face. Rascals can be part of this by offering pre-packaged essentials, so parents don’t have to worry about running out of nappies or wipes at a critical moment.
3. Create a Comfortable Atmosphere: Make sure the environment is relaxed and welcoming. Consider cozy seating, calming music, and snacks that keep the focus on creating a supportive space for parents. For Rascals, this means not just providing products, but fostering a sense of care and reassurance that parents can rely on.
4. Give the Gift of Knowledge: Instead of just gifting products, offer helpful parenting tips or resources. Rascals can play a central role here by providing informative guides on newborn care, diapering tips, or postpartum support. Parents can also explore a variety of helpful blogs on the Rascals website, covering topics from managing those early parenting days through to potty training. It’s all about making new parents feel equipped and confident with trusted, easy-to-access information.
5. Personalized Touches: Personalize the experience by encouraging guests to write encouraging notes or share tips on parenting.

By focusing on practical preparation, community support, and a personalized touch, a nesting party can create an environment that empowers new parents to feel confident and ready. With Rascals products and approach, we can be the trusted partner in making sure parents have the right tools and resources to thrive from the start.