B.A.B.E. is a unique store that offers incentives to expectant mothers and parents to encourage responsibility and improve self-esteem. Parents and parents-to-be earn B.A.B.E. coupons for keeping prenatal appointments, attending parenting classes, and other activities that improve child development and family health. Doctors, clinics and other social service agencies distribute B.A.B.E. coupons, which may be redeemed at B.A.B.E. stores for items ranging from diapers to childproofing essentials.