Sales of baby clothes soar on lifting of ban

Online resource launched for at-risk moms

BABY clothes sales are booming following the lifting of a ban during the hard lockdown.

Level 4 allows for the sale of newborn and toddler clothing, and a number of retailers have said mothers have rushed to their shops.

Woolworths said that the demand has been considerable, adding: “Customers adhered to the regulatory requirements, and we anticipate that this will settle further over the week.”

The Pepkor Group, which includes Pep and Ackermans stores, said many consumers were purchasing baby essentials and winter garments.

It has noted, in some cases, an outcry from consumers prior to the easing of the lockdown restrictions.

“Pepkor put in a number of measures to ensure the safety and well-being of Pepkor’s loyal customer base.

“The customers adhered to the rules and regulations and trade was therefore not disrupted,” the group said.

Hlumelo Manyela, who had been worried that she would not be able to buy essentials for her baby before giving birth, welcomed the lifting of the ban.

“I’m excited to be able to go to the shops and buy stuff for my baby. I’m due any minute now, and at least I’m at ease because I managed to buy all that I needed,” she said.

Having had to stand in long queues had been mitigated by the excitement of being able to provide for her child, Manyela added.

“My baby kicked when I picked some baby items, he must have been as excited as I was,” she said.

The Messages for Mothers platform, launched by the Perinatal Mental

Health Project, is a one-stop online resource developed in response to the Covid-19 pandemic and the lack of targeted messaging for vulnerable mothers who are concerned for their children, families and themselves.

The platform curates simple content that answers common questions such as, “Must I wear a mask?”, “Will I get a child support grant?”, or “How do I explain Covid-19 to my children?”

The project, operating out of UCT’s Alan J Flisher Centre for Public Mental Health in the department of psychiatry and mental health, teamed up with other organisations which are working closely with, and have resources and experience in, supporting mothers.

“We’re actively campaigning that the materials are made available on zero-rated websites and on the National Department of Health’s WhatsApp line,” said project director and associate professor Simone Honikman.

“We plan now to move into a phase of getting the messages out on radio, either as pre-recordings that can be prepared, or with live interviews with experts who speak a range of South African languages,” said Honikman.

For more information, see https:// messagesformothers.co.za/

“I’m excited to be able to go to the shops and buy stuff for my baby Hlumelo Manyela Mother