According to Juvenile Products: 2010 Edition by The NPD Group, there has been a decline in the number of U.S. consumers who buy gifts for kids ages 0-2 in an average year. Since 2007, when the original Juvenile Products report was published, that number has declined from 47 percent to 40 percent.
The 2010 report also states that while the number of people buying gifts in a typical year has declined, the amount spent on baby showers and holidays has increased slightly. New baby gifts rose from $26 to $29. The report also states that grandparents spend the most on new baby gifts, an average of $72.
For the entire juvenile product category, clothing and layette was the most popular purchases in the past year, followed by toys, and books/music/video.