Yes! I was going to mention that, I heard about that years ago, so things have to be way more sophisticated now. Just looked it up the story was from 2012, and target was just tracking credit card numbers and noticing when women started buying things like unscented lotion. So this is waaay less sophisticated then the information companies are sucking up in present day.

As Pole’s computers crawled through the data, he was able to identify about 25 products that, when analyzed together, allowed him to assign each shopper a “pregnancy prediction” score. More important, he could also estimate her due date to within a small window, so Target could send coupons timed to very specific stages of her pregnancy.

One Target employee I spoke to provided a hypothetical example. Take a fictional Target shopper named Jenny Ward, who is 23, lives in Atlanta and in March bought cocoa-butter lotion, a purse large enough to double as a diaper bag, zinc and magnesium supplements and a bright blue rug. There’s, say, an 87 percent chance that she’s pregnant and that her delivery date is sometime in late August.

https://www.forbes.com/sites/kashmirhill/2012/02/16/how-target-figured-out-a-teen-girl-was-pregnant-before-her-father-did/?sh=75e6dd266668 The story I found was a girl who got a target mailer for pregnancy stuff and her dad was pissed, only to find out later that his daughter was im fact pregnant. Target changed tactics, instead of sending mailers with just baby stuff, they start sending personalized mailers with some baby stuff mixed in, increasing as the due date approaches. And again this was 11 years ago and just used credit card information and target purchase data. It's wild to think of what they can do now.