Brand page · Baby Transport · United States
Safety 1st: 180K visits a month, 16 active Meta ads, Gravity score 713.
Safety 1st — Safety 1st is a brand that sells baby gear including car seats, strollers, high chairs, bassinets, baby-proofing equipment, and infant health essentials. In September 2026 safety1st.com drew an estimated 180K visits, up 14% on the month before. It ranks #9 of 165 Baby Transport brands in United States and holds a 2.0 Trustpilot rating over 17 reviews.
Updated Traffic Sept 2026Meta ads 7 Oct 2026Google ads 20 Oct 2026Instagram Sept 2026Trustpilot Oct 2026Catalogue Oct 2026Gravity score 2 Nov 2026
Gravity score
Percentiles within 12 peers: Baby Transport brands in United States with 100K–1M monthly visits. Recomputed nightly, last on 2 Nov 2026.
About the store
Safety 1st is a brand that sells baby gear including car seats, strollers, high chairs, bassinets, baby-proofing equipment, and infant health essentials.
01 · Traffic
How much traffic Safety 1st gets.
The traffic card of the Gravity brand page: the latest month and its two trends. The monthly curve, 24 months of history, the audience by country, the traffic sources and the category comparison are for members, free to start.
Safety 1st drew an estimated 180K visits in September 2026, up 14% on the month before and down 8% over three months.
- Worldwide#57,111of 4.5M sites · Top 5%
- In United States#18,773of 1.2M sites · Top 5%
- Baby Transport, worldwide#44of 2,408 brands · Top 5%
- Baby Transport, United States#9of 165 brands · Top 10%
180K
estimated visits in September
1 mo ▲ +14.1%4 mo ▼ −8.3%
The monthly curve, 24 months of history and the category comparison.
Create your free account02 · Reviews
What customers say about Safety 1st.
The review cards of the Gravity brand page: the Trustpilot page, with its star distribution and the brand's tiers against the index, and the Google reviews. The TrustScore history and the review velocity against the category are for signed-in members.
Safety 1st holds 2.0 out of 5 on Trustpilot over 17 reviews, 4 of them in the last twelve months: 35% of customers give five stars and 59% one star. That volume places Safety 1st in the top 50 % of the 270,321 Trustpilot pages in the Gravity index.
Baby Store
Data not available
Review velocity, TrustScore history and the category comparison are on the Gravity brand page.
03 · Products
What Safety 1st sells, ranked by sales.
The top three products in the catalogue, in the store's own best-seller order, with price and stock. The full catalogue, the rankings over time and the ads that lead to each product are for signed-in members.
Safety 1st sells on Shopify, 97% of its catalogue in stock. The best seller is Grow and Go™ All-in-One Convertible Car Seat, at US$119.99–US$139.99, followed by QuickFit™ All-in-One Convertible Car Seat and Grow and Go™ Sprint All-in-One Convertible Car Seat.
#1Grow and Go™ All-in-One Convertible Car SeatSafety 1stUS$119.99–US$139.99In stock
#2QuickFit™ All-in-One Convertible Car SeatSafety 1stUS$99.98In stock
#3Grow and Go™ Sprint All-in-One Convertible Car SeatSafety 1stUS$149.99In stock- +View all productsRankings over time, ratings, stock and the ads that lead to each product. Free account.Sign in to Gravity
Share of the catalogue by product family.
The dominant category places Safety 1st in its comparison group.
- Average rating
- 4.86 / 5
- Rated products
- 11% of the catalogue
- In stock
- 97%
- Upper price quartile
- US$179.99
- Currency
- USD
04 · Ads
What Safety 1st is advertising right now.
Meta and Google ads, as the Gravity brand page shows them; the blurred ones are placeholders. Every creative, how long it ran, its EU reach and the estimated monthly spend band are for signed-in members.
Safety 1st runs Meta ads on Facebook, Instagram, Messenger, Audience Network, Threads, whatsapp, and has advertised on Google since December 2024 (image, text, video).
Limited time! Save $20 on the Parents Magazine Best Overall Grow and Go Convertible Car Seat. Monday, November 2.Safety 1st7 Oct 2026image
Limited time! Save $20 on the Parents Magazine Best Overall Grow and Go Convertible Car Seat. Monday, November 2.Safety 1st7 Oct 2026image
Limited time! Save $20 on the Parents Magazine Best Overall Grow and Go Convertible Car Seat. Monday, November 2.Safety 1st7 Oct 2026image- +View all Meta adsReach per ad, how long each creative ran, and the estimated monthly spend band. Free account.Sign in to Gravity
Text ad20 Oct 2026Silveredge Technologies Private Limitedverified
Text ad20 Oct 2026Dorel Juvenile Group, Inc.verified
Text ad20 Oct 2026Dorel Juvenile Group, Inc.verified
- +View all Google adsFormats, first and last seen, and the keywords the brand bids on. Free account.Sign in to Gravity
05 · Influencers
Who talks about Safety 1st.
The creators who tag @safety_1st on Instagram, found by Gravity by Benchr in their posts. One is shown here; the full list, the audiences and the contact details are for signed-in members.
Creators tag @safety_1st on Instagram, led by Holly Choi | Baby + Toddler Safety Expert (160K followers, 0.3% engagement).
| Account | Profile | Followers | Engagement | Tags | Relationship |
|---|---|---|---|---|---|
| HHolly Choi | Baby + Toddler Safety Expert@safebeginnings · 🇨🇦 CA | Parenting family Creator | 160K | 0.3% | 6 | Tagged @safety_1st |
06 · Competitors according to Gravity
Who Safety 1st competes with, by the numbers.
Gravity picks competitors from the index itself: same category, same market, similar size. The closest are named here; their figures, the full list and the side-by-side comparison are for subscribers.
Gravity by Benchr finds competitors for Safety 1st among Baby Transport brands in United States. The closest is Evenflo® Company, then Baby Trend, Artsana USA, Inc. (Chicco), Graco, Maxi-Cosi, pegperego.com.
| Brand | Similarity | Gravity score | Est. traffic | Trustpilot | Meta ads | Products | |
|---|---|---|---|---|---|---|---|
| Evenflo® Companyevenflo.com | |||||||
| Baby Trendbabytrend.com | |||||||
| Artsana USA, Inc. (Chicco)chiccousa.com | |||||||
| Gracogracobaby.com | |||||||
| Maxi-Cosimaxicosi.com | |||||||
| pegperego.compegperego.com |
07 · Company
The company behind Safety 1st.
Legal entity, funding and distribution, as the Company tab of the Gravity brand page shows them. Where Gravity has nothing on file, the line says so rather than disappearing.
Safety 1st is a company based in Columbus, United States, on a domain registered in August 1995. It is listed at m_and_a stage.
- Legal name
- Data not available
- Registration no.
- Data not available
- VAT
- Data not available
- Legal form
- Data not available
- Entity country
- 🇺🇸 United States · Columbus
- Founded
- Data not available
- Domain registered
- 29 Aug 1995
- Share capital
- Data not available
- Status
- closed
- President
- Data not available
- Activity code
- Data not available
- Employees
- Data not available
- Funding stage
- M and a
- Total raised
- Data not available
- Investors
- Data not available
- VC-backed
- Data not available
- Own store
- safety1st.com · Shopify · USD
- Catalogue
- 37 collections
- Retailers
- None recorded
- Open jobs
- None recorded
08 · What people ask about Safety 1st
What people ask Google about Safety 1st.
11 answers built from the data on this page, each one sourced to Gravity by Benchr, which say so when we don't know.
Is Safety 1st a legit company?
According to Gravity by Benchr, Safety 1st is a brand based in Columbus, United States: its website has existed since August 1995, it sells on a Shopify store, it has 53,853 Instagram followers. Those are the marks of an established brand, not a pop-up shop. Source: Gravity by Benchr brand index, November 2026.
What do customers say about Safety 1st?
Customers rate Safety 1st 2.0 out of 5 on Trustpilot over 17 reviews, 4 of them in the last twelve months: 35% give five stars, 59% one star. Gravity by Benchr places that review volume in the top 50 % of the 270,321 Trustpilot pages in its index. Source: Gravity by Benchr Trustpilot reading, October 2026.
What does Safety 1st sell?
Safety 1st is a brand that sells baby gear including car seats, strollers, high chairs, bassinets, baby-proofing equipment, and infant health essentials. Gravity by Benchr classifies it under Baby Transport, with Baby & Toddler Car Seats making up 27% of the catalogue. Source: Gravity by Benchr product classification, October 2026.
Is Safety 1st expensive?
Safety 1st's best seller, Grow and Go™ All-in-One Convertible Car Seat, sells from US$119.99 to US$139.99 on safety1st.com. 97% of the catalogue is in stock. Gravity does not track prices daily: check safety1st.com before buying. Source: Gravity by Benchr catalogue reading, October 2026.
Safety 1st promo code
Gravity by Benchr does not collect discount codes. What Gravity observes: Safety 1st advertises on Facebook and Instagram and on Google, where its offers often run. Check safety1st.com for current promotions. Source: Gravity by Benchr ad records, October 2026.
Where to buy Safety 1st?
Safety 1st sells on its own website, safety1st.com, a Shopify store. Gravity by Benchr lists no retailer or marketplace for the brand. Source: Gravity by Benchr retailer data, November 2026.
Who owns Safety 1st?
Gravity by Benchr records a company based in Columbus, United States, whose domain was registered in 1995, listed at m_and_a stage. Gravity publishes no personal data about founders. Source: Gravity by Benchr company records, November 2026.
Is Safety 1st doing well?
Not at the moment. Gravity by Benchr estimates about 180,500 visits to safety1st.com in September 2026, up 14% in a month and down 8% over three months. Safety 1st ranks #9 of 165 Baby Transport brands in United States in the Gravity index. Source: Gravity by Benchr estimated traffic, September 2026.
Which platform and tools does Safety 1st use?
Gravity by Benchr identifies safety1st.com as a Shopify store (standard plan, not Shopify Plus), selling in USD. It advertises through Meta and on Google since December 2024. Source: Gravity by Benchr platform and advertising records, November 2026.
What is Safety 1st's ad budget?
Gravity by Benchr does not publish a spend figure for Safety 1st on this page. What Gravity observes: an active Meta advertiser, on Facebook, Instagram, Messenger, Audience Network, Threads, WhatsApp. The estimated monthly spend band, derived from the EU reach of each ad, is on the Gravity brand page. Source: Gravity by Benchr Meta Ad Library records, October 2026.
Who are the biggest Baby Transport brands in United States?
Among Baby Transport brands in United States in the Gravity by Benchr index, Safety 1st ranks #9 of 165 by estimated traffic. Its closest competitors on the same market are Evenflo® Company, Baby Trend, Artsana USA, Inc. (Chicco), Graco, Maxi-Cosi. Source: Gravity by Benchr competitor analysis, same category, same market, similar size, November 2026.
Gravity by Benchr indexes more than 4 million e-commerce brands across 150 countries. Figures on this page are estimates, updated monthly; the Gravity score is recomputed nightly. Not affiliated with Safety 1st.