Fawnly

Don’t Buy That: The Baby “Essentials” Nobody Needs

The Fawnly Blog · Updated June 2026 · about a 5 minute read

It's a money-driven world out there.

In a capitalist society like the UK, consumerism and heavy marketing often take advantage of vulnerable markets - and new mums are right at the top of that list. Companies need us to spend, and a lot of marketing exists to make products feel both desirable and essential. New motherhood can be hard and overwhelming - the sleepless nights, the teething, the crying - and that makes mums an easy target. A product that promises "a full night's sleep" sounds like the answer when you're running on empty. But often you buy it and it makes no difference at all.

Things can't be falsely advertised or make health claims (or at least, not until there's a lawsuit) - but they can word things cleverly. A product might claim "babies using our product wake half as often." The caveat? It was compared against just five babies who'd been volunteered for the study - so it was biased from the very start.

And to be clear: if you want a product and you can afford it, please get it! I'm not saying consumerism is all bad, or that you need to parent with nothing - or even without a few luxuries.

I personally bought far too much for my first baby. I didn't know what I needed. Buying baby things was like learning a new language ("What do you call that outfit you put babies in to sleep - no, the one without feet? A romper? A baby grow? A sleepsuit??"). And after my baby started waking every 45 minutes through the night during the 4-month "regression", I'd have done anything, bought anything, for a few extra hours' sleep. Nothing I bought worked - and I want to stop you falling into the same trap. If you want to spend less and own less, and to know what's actually essential and what isn't, then this is the place to be.

First, take a look at the free Fawnly Baby Checklist, where every item is clearly split into essential and optional. It breaks the "all-essential" baby list down into what you genuinely need versus the added extras. The thing I shout loudest about: the only two things you really need to buy first-hand are a car seat and a well-fitting mattress for a cot or next-to-me crib. Almost everything else can be borrowed, gifted or bought second-hand. Babies grow and develop so fast that many second-hand items are practically new, and there's a huge supply on local Facebook pages, Marketplace, Vinted and baby libraries.

Skip or borrow

Non-essential items

1. A wipe warmer. You can buy a cheap one that dries your wipes out (with questionable electrics), or an expensive one that keeps them wet. Either way, it's solving a problem that doesn't really exist.
2. Baby shoes. Babies who can't walk don't need shoes.
3. Special "baby aisle" food. Baby porridges, pouches and toddler snacks are often high in sugar and much dearer than ordinary food. You don't need baby-specific food (see the NHS weaning guidance).
4. Fancy nappy caddies. Any basket, box or drawer works just as well.
5. Bottle warmer. Not essential - a jug of warm water does the same job.
6. Baby bath. The big bath or a clean washing-up bowl work just as well. When they're older you can get in together and be their backrest!
7. Changing table. A built-in changing table is a luxury; a cot-top changer will do, and if your back is up to it, a changing mat on the floor or bed is safer (no rolling off) and far cheaper.
8. Milk-flow nipple shield "indicator". A prime example of preying on a vulnerable market. Almost all breastfeeding mums make enough milk; this gadget feeds new-mum anxiety and isn't necessary. If feeding is hard, real support helps far more than a gadget (your midwife, health visitor, or the National Breastfeeding Helpline).
9. Endless toys. You can make a toy out of almost anything around the house.
10. Baby seats (Bumbo-style). Babies tend to sit when they're ready, so there's no need to rush it - they can practise on the floor. Lots of time in seats and other "containers" may not help development, something paediatric physiotherapists sometimes call "container baby syndrome".
11. Baby walkers. Babies will cruise and walk when they're ready - let them practise. (There's a safety side to walkers too - more on that next.)

Disclaimer: Fawnly shares honest information, opinion and personal experience alongside published guidance - it isn't medical, financial or professional advice. Every baby and family is different, so please check current official guidance (such as the NHS) and speak to a qualified professional about your own situation. Prices and product details can change.

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