Bloom & Wild urges people to consider their approach to buying gifts after a baby arrives, and is encouraging more people to buy gifts later on.

The new advert created by The Or encourages friends and family to show their love and support further down the line when new parents often feel at their most isolated.

It comes as research conducted by Bloom & Wild reveals that parents are at their loneliest 1 to 3 months after the baby arrives, usually after their partner returns to work and the initial wave of excitement fades.

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The latest activation in the firm’s Care Wildly brand platform, Bloom & Wild’s Better Late delivery function allows consumers to pre-order flowers and gifts to ensure their caring gesture arrives when they can have the greatest impact.

“Bringing home your newborn for the first time is a wild experience. And whilst being showered in love the minute your baby arrives is wonderful, that feeling of isolation when you’re one month in and everyone has gone back to work, is real,” said The Or executive creative director Charlene Chandrasekaran.

“It’s the time when you need the most support. So we’re excited that ‘Delay the Delivery’ will hopefully encourage people to Care Wildly beyond birth,” she added.

“By speaking to customers who are new parents, we found that receiving support from loved ones is particularly important one to three months after a new baby arrives. But most of us rush to give our attention (and gifts!) in the first couple of weeks, and focus mainly on the baby,” said Bloom and Wild chief marketing officer Charlotte Langley.

“But instead, with our Better Late Delivery, we’re encouraging people to think about when their care would mean the most and have created a special collection of gifts to give new parents a boost,” she added.