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New parents realise quickly: Time is all of sudden in short supply. The baby determines the daily rhythm. Even when there seems to be an hour of spare time – shopping sprees and trips into town are not really relaxing with a pram, a diaper bag and an infant. The stores are narrow, there is no lift most of the time and when the baby gets hungry, finding a suited place for that is another challenge. Online shopping is way more tempting in that regard. When the baby is fast asleep, the mother can snuggle up on the sofa with her laptop, enjoy cup of coffee and browse through her favourite store for baby brand-name clothing. Moreover, if the little darling wakes up now and then, she can save her shopping cart and continue her little spree later on. No surprise that many young parents prefer buying her baby clothes online.