Imagine trying to buy a car seat and realizing it costs more, not because it got fancier, but because it got taxed. That’s the reality for American parents now, thanks to tariffs on essential baby goods. In a bold move to rally attention, Babylist CEO Natalie Gordon just dropped a full-page ad in The Washington Post, calling out what she terms a “baby tax.” And she’s not alone.
With support from fellow industry leaders like UPPAbaby, Ergobaby, Nanit, Frida, Owlet, Munchkin, and more, Gordon is spearheading a coalition demanding immediate tariff relief on baby essentials like cribs, strollers, and safety gear. Their message: Moms shouldn’t have to choose between keeping their babies safe and staying afloat financially.
“We don’t tariff our future. We love it,” the ad reads.
Read: Hungary gives full income tax exemptions to moms with two or more kids—what if the U.S. did the same?
The timing couldn’t be more urgent. American mothers are already stretched past their limits—trying to manage soaring childcare costs, unpaid maternity leaves, and a system that wasn’t built with modern motherhood in mind.
As Motherly’s Elizabeth Tenety wrote, American mothers are “still living in the 1950s” when it comes to societal support. Tariffs on baby goods are just one more way new parents are squeezed.
And let’s be clear: This isn’t about fancy designer gear. It’s about the basics that every mom needs.
A safe car seat, required by law to bring your baby home from the hospital. A safe crib, because every baby deserves a secure place to sleep. When tariffs drive up the price of essentials, moms are forced into heartbreaking trade-offs between safety and affordability.
Gordon and Babylist are calling on Congress and the White House to see tariffs on baby goods for what they are: an unfair penalty on motherhood itself.
“Becoming a parent is one of life’s greatest joys, one our country should champion, not tax,” the ad states.
If you’ve ever stood in a checkout line, calculating whether you can afford the gear your baby needs—you know this so-called ‘baby tax’ isn’t some abstract policy. It’s a gut punch. It’s personal.
And once again, it’s moms who are left figuring out how to stretch their budgets just to protect their children.
For moms already juggling sleepless nights, pediatrician appointments, and the cost of groceries, the idea of challenging something like trade policy might feel overwhelming. But real change often starts with small steps—and this movement could start with moms, strollers, and a signature.
What now?
Babylist is urging moms everywhere to take action by signing their petition to end tariffs on essential baby gear. You can learn more and add your name at babylist.com. Because babies deserve love—not tariffs. And parents deserve relief—not another bill.
Related: What parents need to know about the Child Tax Credit this year