Children’s or infant-wear merchant buying did not fall after the last direct Nanit charge
Share of 403 Nanit households with a children’s or infant’s wear-store transaction in the 12 months before and after their last direct charge in H2 2024
Share with a children’s or infant’s wear purchase
Source: YipitData U.S. credit and debit card panel. The broad-panel benchmark was 5.9% among 4.34 million active card users over a matched 12-month period.
Chart data
| Series | Share with a children’s or infant’s wear purchase |
|---|---|
| 12 months after last Nanit charge | 56.1% |
| 12 months before last Nanit charge | 53.8% |
| Broad panel benchmark | 5.9% |
Does this mean the households still needed a baby monitor?
No. The merchant category covers children’s and infant’s wear across ages 0–14, so it shows that these households continued buying from those merchants, not that they still had an infant of monitor age or would pay Nanit again. The measured signal remained about nine times the broad-panel rate after the last direct Nanit charge.
Assumptions & Methodologies
We identified 403 U.S. card-panel households whose last direct Nanit charge occurred in H2 2024, providing a fully observed 12-month period after that charge. We measured the share with at least one transaction at a children’s or infant’s wear merchant in the 12 months before and after. Direct Nanit billing excludes hardware bought through retailers and subscriptions billed through app stores, so the last direct charge is not proof of full cancellation. The category is a broad family-spending proxy, and the 5.9% benchmark covers all active card users rather than a life-stage-matched group.