the buzz log

July through October are the months when most Americans are born, at least according to the last time the government counted up all the little fingers and toes. Moms-to-be are starting to show now, propelling them into full surfing mode for maternity wear. Luckily, a few have support: Recently, 1 out of 5 searches for “maternity clothes” on Yahoo! were conducted by men. (Otherwise, there goes their comfy flannel shirts to the cause.)

With Mother's Day only weeks away, figuring out what to give a mama-to-be might be a little easier if you knew what she craved. Below are items on some ladies' Search wish lists (besides a really good sardine milkshake and some chalk-flavored chips).

• Hot Mamas-to-Be. A rapid weight gain doesn’t mean you can't—and don't want to—look good. "Sexy" ensembles have swelled up more than a third compared to last year. Online shoppers have considered “maternity belly rings,” “sexy maternity T-shirts,” “hot maternity dresses,” “erotic maternity lingerie,” and even “strapless maternity dresses.” Here's hoping gravity holds for those fashionistas.


• If the Shoe Doesn't Fit: As tummies swell, so do the tootsies, which explains a threefold Web surge for “maternity shoes,” compared to last year. Unlike the come-hither looks sought above, more pragmatic considerations dictate what goes on aching feet, namely "comfortable."


• Oh Snap. Who says women don’t want to be photographed when they’re heavier? Searches for "maternity photography" (as well as inspiration for such poses) are up 48%. The queries come from all over the country—from San Diego, Calif., to Jackson, Miss., to Fort Myers, Florida. Demi Moore may have helped to wallop the pregnancy photo barrier with her 1991 Vanity Fair cover; before then, a woman's "condition" was something to be shrouded in lots of fabric. But the biz is also a natural outgrowth of the big wedding-photography boom.


• Hey, I'm Birthin' Here. Will New York see a population boomlet? At least, that’s the region doing the most research into maternity clothes, followed by Washington D.C., Chicago, Dallas-Fort Worth, and the San Francisco Bay Area. Either those ladies are more fashion-conscious, or expect to hear the pitter-patter of little feet in those areas.