The car park was full before the expo started, and the line to get in was backed up to the parks themselves.
It was clear early on that the 2018 Tummy and Tots Expo was going to be a busy one.
Prams, pregnant ladies, mothers and young kids, older kids on iPads, and the odd sheepish looking grown male were all in attendance, and it was only 10am.
Despite a few initial Eftpos glitches, by 10.15am around 100 people had made it through the doors.
"There are a lot of young families in Rotorua. Every year people line up beforehand, some are even here half an hour early," event director Alia Ryan said.
Ryan hoped to see at least the same number of visitors as last year's tally, 2500.
The 2018 expo was the fourth in Rotorua, and the second held at Distinction Rotorua.
Ryan and fellow organiser Natasha Hislop started the city's expo after both having kids themselves.
This year's 40 stalls sold wax wraps, handmade blankets, kids' clothes, maternity clothes, bibs and more.
There was also an array of services to consult, including the Rotorua Parents Centre, Plunket, chiropractors, nannies, photographers, and even fitness and nutrition gurus.
Of course, there was also kids' entertainment on offer with a bouncy castle and puzzle table to distract the littlies while adults shopped.
There was even a makeshift baby changing room.
Rotorua mother Courtney Hall, and her daughter Aurora, 11 months, headed along after the expo was mentioned at Hall's fitness class.
"I had been before, but I got a couple of free tickets so it was a good excuse to come."
Her friend, mother-of-two Sam Allen, had thought about coming, and the idea was cemented when Hall offered her a free ticket.
"I had not been before so why not?"
This year the organisers were following the "Ban the Bag" movement.
Countdown supplied reusable bags for the expo's goodie bags.