It recently introduced maternity clothes, which were previously only available online, in 12 Gap and 52 Old Navy stores.

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Finally, when putting together your maternity wardrobe, avoid buying maternity clothes until you actually need them, instead of in one fell swoop.

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Maternity clothes, particularly those sold by maternity guru Rosie Pope, must be bought, pregnancy classes need to be enrolled in, and baby showers have to be thrown.

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"When I started my business six years ago, there was very little choice for women who wanted fashionable maternity clothes, " says Lange, who also has three boutiques selling higher-priced styles for soon-to-be mommies.

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On desktops, Google collects data that let it customize search results, like new car ad specials for the person who has been frequenting car review sites, or baby stuff for someone suddenly searching maternity clothes.

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Scope also uses promotional tricks, ranging from a month-long promotion of maternity and baby clothes to adverts featuring Chris Tarrant, a television personality, appealing for vinyl records (rapidly becoming collectors' items), to lure in customers.

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Pope owns a maternity boutique on Madison Avenue in New York and makes a living designing clothes and accessories for mothers-to-be, consulting with celebrity clientele and coaching women to face the journey of pregnancy and motherhood with knowledge and confidence.

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