Busy Baby Survival Holiday Sale
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A message from Beth Benike, Founder & CEO of Busy Baby
I'm writing to you with unusual honesty for a holiday blog. We can no longer pay the expert American blogger who used to write for Busy Baby, so you get my inexperienced attempt (with the help of my assistant Claude). This is a rookie blog about this season of survival – yours, ours, and the future of American innovation.
Eight years ago, I sat at my kitchen table as a new mom, making a prototype to solve a problem all new parents face. Â I came up with the idea after a lunch with frustrated girlfriends constantly picking up their babies' dropped toys and utensils from the restaurant floor.Â
As an Army veteran who had served for ten years across 14 countries, I was used to solving problems. So I invented a solution – the Busy Baby Mat with patented tether technology that keeps babies' items within reach and off the floor.
What started in my basement grew into something I never imagined possible. I expanded to a 7,000-square-foot facility. I appeared on Shark Tank. We made the Inc. 5000 list two years running. We earned contracts with Target and Walmart. We created eight patented products serving over one million customers.
This April, I was named Minnesota's 2025 SBA Small Business Person of the Year for Minnesota.
I felt like I was living the American Dream.
And then, just weeks later, everything changed.
President Trump's tariffs hit our Minnesota-owned business like a freight train. Our tariff rate jumped from 0% to 145% almost overnight, then settled at levels that still threaten our existence.Â
The timing couldn't have been worse. Â I missed the shipping deadline by 2 days. Â If I had shipped my products, I would have had to pay well over $200,000 in additional duties (tariff tax) when the products arrived 45 days later.
We were forced to leave paid-for inventory overseas for nearly 2 months because we couldn't afford to bring our own products home. Products I invented. Products designed and developed right here in America.Â
The impact was immediate and devastating. We sold out completely. Lost critical momentum. Had to end contracts with 8 other American small businesses, service providers who helped run our business.Â
I've been watching eight years of my literal blood, sweat and tears (and life savings) hang by a thread.
I've been featured on CNN, BBC, CBS Sunday Morning, and The New York Times Daily Podcast – not to promote our products, but as a spokesperson for the thousands of small businesses facing this same crisis.Â
I've worked with the U.S. Chamber of Commerce and advocated on Capitol Hill with Senators Markey and Klobuchar on legislation to protect small businesses. I've shared my story across social media to help other Americans understand how these blanket tariffs are destroying the very American businesses they claim to protect.
I had to launche a GoFundMe – an SBA award-winning veteran entrepreneur asking for help to pay tariffs on American-invented products. That's not something I'm proud of. That's the reality of what's happening to small businesses across America
Our Best Sellers
"We bought this after learning the Busy Baby story on the podcast The Daily from NYT. We’re impressed with all the thought and care that went into it. The quality and design are impressive!"
Rather than give up, we've fought back by expanding internationally. We've successfully launched Busy Baby Korea and are finalizing distribution agreements for Czech Republic, Slovakia, Hungary, Australia, and other markets. An American veteran, employing Americans, selling American-invented products, now forced to look everywhere except America to survive.
That's not the American Dream. But it's our new reality.
Let me be direct: every order you place plays a pivotal role in whether we make it through this devastating trade war. We're not asking for charity – we're offering real value at a time when everyone needs it. But your purchase is more than a transaction.
It's a vote for American innovation, for veteran-owned businesses, for keeping jobs in Minnesota, and for the idea that eight years of hard work shouldn't be destroyed by reckless policy.
We're offering 25% to 75% off everything through the end of the year. We won't make a profit. But your support keeps our small team employed, allows us to continue serving military families through Operation Shower, and gives us a fighting chance to survive into 2026.
We're being transparent because you deserve honesty and because we believe in the community we've built together over these eight years. We've never been just another baby products company – we're a Minnesota family business, veteran-owned, solving real problems with thoughtfully designed innovations.
This Holiday Survival Sale isn't a marketing gimmick. It's real. If you've ever thought about trying our products, now is genuinely the time. If you know anyone shopping for a baby this holiday season – friends, family, coworkers expecting a baby, grandparents looking for gifts that actually help – please tell them about us.
Every purchase helps us:
The Ultimate Baby Gift
Like you, we've watched prices climb on nearly everything this year. New parents are facing higher costs than ever – diapers, formula, childcare, it all adds up. Now that the holidays are approaching, the added financial pressure is already stretching already-stretched budgets.
Instead of raising our prices to cover our massively increased costs like virtually every other retailer, we're doing the opposite. We're slashing them significantly. Quality products at survival prices. Unique, well-thought-out innovations designed by a mom who understands what new parents actually need – at prices that won't break your holiday budget.
When you shop with us this holiday season, you're getting award-winning products that thousands of parents call "game-changers" and "lifesavers" at prices that actually make sense right now.
The holidays with a baby or toddler can be overwhelming. Holiday travel. Family gatherings. Restaurant outings. Endless social events where you need the baby to be content while you're trying to enjoy the moment.
Our products were literally invented to solve these exact challenges. Keep sippy cups from hitting the floor forty-seven times during Christmas dinner. Give baby something to do during long car rides to grandma's house. Make restaurant outings actually enjoyable. Help little ones practice self-feeding during holiday meals without the usual chaos.
Every product is designed with one goal: making life easier for parents at home and on the go. And during the busiest season of the year, that's not just convenient – it's survival.
Here's what you get when you shop our Holiday Survival Sale:
You hold real power right now. Your order – yes, YOUR order – plays a pivotal role in whether we make it through this. You're not just getting a discount on baby products.Â
You're investing in American innovation.Â
You're supporting a veteran-owned family business.Â
You're voting with your dollars for the idea that eight years of hard work, American ingenuity, and products that genuinely help families deserve to survive.
And in exchange, you get award-winning products that work, at prices that help your family budget during an expensive season.
We're in this together. Let's survive the holidays – and this challenging year – together.
Thank you for being part of our community. Thank you for eight incredible years. And thank you for considering Busy Baby this holiday season.
Here's to making it through.
Gratefully, Beth Benike Founder & CEO, Busy Baby Army Veteran | Mom | Minnesota Small Business Owner Fighting to Survive
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