Moms across the U.S. are hiding gift cards and notes in store diaper aisles as part of a viral social media trend. Inspired by a TikTok post where a mother observed another giving up personal wants for baby needs, this spontaneous "pay-it-forward" campaign encourages moms to leave surprises for fellow postpartum mothers. The movement, dubbed the #shedeservedthepurse challenge, has garnered significant attention, spreading love and support through acts of kindness in various baby product sections.