Wearable Pump Sale Signals Shift in Maternal Care, Affordable Access Takes Center Stage

SAN FRANCISCO, November 25, 2025 – This Black Friday and Cyber Monday, a significant trend is unfolding within the burgeoning Femtech space. Willow Innovations and Elvie are leading the charge with deep discounts – up to 50% off – on their wearable breast pumps and accessories, signaling a shift toward accessible and empowering maternal care solutions. Beyond the promotional offers, this event underscores a growing market emphasis on affordability, convenience, and technological innovation in a traditionally cumbersome aspect of early motherhood.

For years, breastfeeding mothers have faced challenges with traditional breast pumps – often requiring time, space, and a degree of discomfort. The rise of wearable pumps, pioneered by Willow and subsequently embraced by Elvie, aimed to solve these issues. Now, with this latest sale, these companies are taking a critical step toward broadening access to these technologies.

“The goal isn’t just to sell products,” explains an industry analyst familiar with the Femtech sector. “It’s to normalize and support breastfeeding, and to remove the financial barriers that prevent many mothers from utilizing these innovative solutions.”

The sale encompasses a range of products, including Willow’s 360 and Go pumps, alongside Elvie’s Double and Stride 2, as well as essential accessories like milk storage bags and pumping bags. While discounts are common during the holiday season, the depth of these savings – reaching 50% on select items – is particularly noteworthy.

A Strategic Partnership Driving Innovation

The collaboration between Willow and Elvie is a key element of this year's promotion. While details of the partnership remain somewhat guarded, industry observers suggest it reflects a broader trend of companies collaborating to expand reach and offer a more comprehensive suite of solutions.

“It’s a smart move,” says another source close to the companies. “They’re effectively pooling resources and leveraging each other’s strengths to reach a wider audience and compete more effectively in a rapidly evolving market.”

This partnership isn’t simply about marketing; it’s about driving innovation. By combining expertise and resources, Willow and Elvie are able to push the boundaries of wearable pump technology, developing more comfortable, efficient, and user-friendly products.

The Broader Femtech Landscape

The Black Friday sale is happening within a rapidly expanding Femtech market, which encompasses a wide range of technologies aimed at addressing women’s health needs. According to recent reports from Grand View Research, the global breast pump market alone is valued at $1.2 billion and is expected to grow at a CAGR of 7.5% from 2023 to 2030. Wearable breast pumps are a significant driver of this growth.

“There’s a real appetite for innovation in women’s health,” says an industry analyst specializing in Femtech investments. “Consumers are demanding products that address their specific needs and improve their quality of life. And investors are recognizing the huge potential of this market.”

However, affordability remains a significant challenge. Many Femtech products, including wearable breast pumps, are expensive, making them inaccessible to a large segment of the population. The Black Friday sale is a step in the right direction, but more needs to be done to address this issue.

Competition Heats Up

While Willow and Elvie are leading the charge, they are not the only players in the wearable breast pump market. Competitors like Medela and Spectra are also offering discounts on their products during the holiday season, creating a competitive landscape.

“The competition is fierce,” says an industry insider. “Companies are constantly vying for market share and trying to differentiate themselves with new features and technologies.”

Spectra's Black Friday sale, though offering discounts, appears to be less aggressive than Willow and Elvie's, suggesting a potential strategy to maintain brand positioning and avoid excessive price erosion. However, analysts predict increased competitive pressure in the coming months, potentially leading to further price reductions.

Impact and Future Outlook

The long-term impact of this Black Friday sale remains to be seen. However, it’s clear that Willow and Elvie are committed to making wearable breast pumps more accessible to a wider range of mothers.

“We’re seeing a fundamental shift in the way maternal care is approached,” says an industry expert. “There’s a growing recognition that technology can play a vital role in supporting breastfeeding mothers and improving their overall well-being.”

Analysts predict that the Femtech market will continue to grow rapidly in the coming years, driven by increasing consumer demand, technological innovation, and investment. Wearable breast pumps are expected to be a key driver of this growth, and companies like Willow and Elvie are well-positioned to capitalize on this trend.

However, affordability will remain a critical issue. To truly democratize access to these technologies, companies will need to explore innovative pricing models, partnerships with insurance providers, and subsidies for low-income families. The Black Friday sale is a promising start, but it’s just one step on a longer journey toward a more equitable and accessible maternal care system.