In the past few decades, baby showers have become more common, as families become smaller and as each child receives more individual attention. Traditionally, a baby shower is held only for the mother-to-be, and only women attend. However, in recent times, men are also starting to participate in a couples baby showers.

In the United States, many people choose to have baby showers for both parents, and some people have a men-only shower. Minority groups in the US, such as African Americans, and Native American groups also have baby showers but might include an emphasis on their cultural heritage, such as employing rituals from tribal-ancestral African and Native American traditions, respectively.[citation needed] In the Jewish tradition, nothing may be bought for the baby before it is born, though some American Jews today do not subscribe to that tradition.