The new wave of parenting clubs: Why supporting parents is a smart brand move

For over 20 years, the founders of Ingage ran Tesco’s Baby Club – the UK’s original parenting loyalty scheme. Launched in 1998, it was a trailblazer: offering a powerful combination of personalised advice and offers for new parents, tailored to their child’s age. More recently, we’ve helped shape Asda’s Baby & Toddler Club, delivering loyalty rewards alongside relevant, practical content. The results speak for themselves, with the club gaining 500,000 members in its first six months. 

In 2025, parenting clubs are firmly back on the radar, but the landscape has changed. With the cost-of-living crisis and rising childcare costs adding to the emotional intensity of early parenthood, today’s parents are looking for more than money-off vouchers. They want real support, tailored to their family’s journey – and retailers are responding.

Meet the clubs: who’s doing what in 2025
From coffee mornings to cashback, parenting clubs in the UK are evolving fast – with different retailers bringing different strengths to the table.

Morrisons Baby & Toddler Club
What’s the vibe? Budget-friendly and practical.
Stand-out feature: Free monthly tea and cake in cafés – a sweet way to encourage repeat visits and community-building.
Room to grow: While savings are the main draw, there’s also a promise of parenting tips and recipes – but are a little difficult to find. Linking content into CRM could help parents feel more supported, not just sold to.
What we love most: The free cake of course!

John Lewis ‘Perks for Parents’
What’s the vibe? Aspirational but accessible.
Stand-out features: A new parent starter kit worth £180, product guides, and thoughtful editorial-style content.
Room to grow: With 100+ articles live, there’s rich content to draw from – but it’s tricky to navigate and spans a wide age range (babies to university students). Tailoring the experience by child’s stage – and connecting to Waitrose for food content – would help parents find what’s most relevant. Currently, no welcome email is sent, and we had trouble signing up as the in-app route wasn’t intuitive.
What we love most: The vibrant brand design.

M&S ‘The Parent Hood’
What’s the vibe? Calm, supportive and well-integrated with the wider M&S brand.
Stand-out features: 12 months of 10% off babywear, warm and personalised welcome emails, and weekly parenting events (with free cake, naturally).
Room to grow: While the tone is spot-on, there’s no way to search or filter content by topic or age – and currently only one child can be added at sign-up. Content could be further enhanced with expert contributors to add reassurance and depth.
What we love most: The name.

Asda Baby & Toddler Club
What’s the vibe? Down-to-earth and genuinely useful (and yes, we would say that – we created the content!).
Stand-out features: Clear, age-by-stage content and 50p in your Cashpot when you spend £5 on Baby & Toddler items – all delivered through Asda Rewards.
Room to grow: This is a strong platform with huge potential. With Allan Leighton committing to “win back hard-working families”, the club is perfectly placed to help. Using Asda Rewards data to personalise CRM would deepen the connection – and integration with George could support families across the full parenting journey. A dedicated Instagram presence and regular community events could also help Asda become a true parenting ally, not just a supermarket.
What we love most: The online hub with age-and-stage content.

Why the boom in parenting clubs?
Parenting loyalty programmes aren’t new – but in today’s climate, they’re more relevant than ever. Here’s why they’re having a well-deserved revival:

1. Economic pressures are front and centre
84% of UK consumers say they want loyalty schemes offering value-driven benefits with clear financial rewards – and that’s especially true for parents juggling rising costs. Ongoing rewards, bundled savings and exclusive perks are far more powerful than one-time discounts.

2. Parenting is emotional
Becoming a parent changes everything – including what you want from a brand. At this life stage, emotional support is just as important as financial. Retailers that offer advice, encouragement and expert content can foster trust that lasts long after the nappies are gone.

3. Value isn’t just about price anymore
Yes, saving money matters. But today’s parents also care about convenience, ethics, and whether a brand aligns with their values – whether that’s sustainability, inclusivity or supporting local communities.

4. Personalisation is no longer optional
Parents expect tailored recommendations that reflect their current needs — whether they’re preparing for a first scan or planning toddler-friendly meals. Clubs that use data well (without overstepping) stand out.

5. Community is a growing priority
Many retailers are creating parenting ecosystems – not just schemes. Coffee mornings, social content, expert webinars, and charity tie-ins are all ways to help parents feel part of something bigger.

The stats behind the strategy

80% of UK shoppers belong to at least one loyalty scheme^[1] (Mintel)

84% expect those schemes to offer real value (Mando)

306% higher customer lifetime value from emotionally connected customers (Zinrelo)

25–95% profit uplift from a 5% increase in retention (Propello Blog)

Build loyalty that lasts a lifetime
In 2025, the smartest parenting clubs are about more than discounts – they’re about being genuinely useful. They offer belonging, support, and relevance – not just rewards. For brands, that’s a golden opportunity: connect early, deliver value, and you’re not just earning loyalty through the baby years… you’re earning it for life.

If you’re building or refining a parenting proposition, we’d love to help. Let’s turn nap-trapped readers into long-term customers – and make sure your brand is the one they remember when the fog lifts.

Find out how we can help you: email us at hello@ingagecontent.com