Her doctor put her on partial bed rest starting at week 28.  Because of the walking involved, even simple tasks like running errands became a real chore.  Every extra step meant enduring more pain.  So, when shopping, if parking were a pain, she’d simply go elsewhere. 

“When I had to go to the store to get food,” says Bridget, “well, closer parking made the difference where I shopped.”

Soon she discovered a mall where it was easy to get a good spot.  It had “Expectant Mother Parking.”  It actually reserved spots for women who are expecting—for women just like Bridget who find it difficult to walk extra steps because of pain and swelling. 

She was so excited, and so thankful, she sent the owners of the mall an email.

“Dear Westfield,” she wrote recounting her experience, “I parked… wobbled inside, sat for a bit… I appreciated not having to drag myself or my 2 year old any farther then necessary.”

Westfield Corp., which has more than 60 malls nationwide, says it created the special spaces to make the mall stand out from its competitors.  “We’re trying to create an atmosphere that’s different and special,” says Katy Dickey, Vice President of Communications for Westfield from her office in Los Angeles, CA.  She says the company also offers parking for moms and dads who have kids in strollers.

IS IT A TREND?

CVS, the largest pharmacy chain in the US, now offers “Stork Parking” at most of its stand-alone store locations.  The retailer says customers are the driving force behind it because 80-percent of them are women and most are mothers.

“We’re all essentially offering the same products,” says Rhode Island based CVS spokesman Mike DeAngelis of retail pharmacies.  “The way we try to differentiate is through customer service.”

The Publix Supermarket chain based in Lakeland, Fla. also offers special pregnancy spots at some its stores in the southeast. 

SERVICE OR GIMMICK?

 “To tell you the truth I think it’s a gimmick,” says expectant father Keith Drexler, of special pregnancy spots at CVS.  Drexler, whose wife is seven months pregnant, believes the spots only save pregnant women a few steps because the parking lots are tiny to begin with.   

However he sees the mall’s actions quite differently. The parking lots at most malls are huge and a close spot could make a huge difference for women who are having a difficult pregnancy. He said he’d be more likely to shop at a mall like that “especially if my wife were with me.  I’ve seen some women who’ve had to walk very far and I feel bad for them.”

Does offering special parking for pregnant women draw more customers?  Not even the companies that offer the spots know the answer.  Westfield’s Dickey insists it’s about customer service not money.  “You can’t quantify it in terms of dollars and cents."