Target noticed she was pregnant before her father noticed.
https://www.forbes.com/sites/kashmirhill/2012/02/16/how-targ...
OK, that's not what happened, but I don't see why you're calling the claim absurd. It is unusual-but-routine for women to present with health complaints that are caused by their own pregnancy, without necessarily having realized they were pregnant. Sometimes that health complaint is "I'm in labor". (To get to that point, you have to be really fat, but it does happen.)
The main intent of my anecdote is to show how retail companies are already analyzing data. And I think it's foolish to assume that we (i.e. people working directly in tech) know better than the people who are working in tech + retail. (Many retail stores are on the technical bleeding edge - Target spins up K8 clusters in each store [1]!)
[0] https://www.webmd.com/baby/features/can-you-be-pregnant-not-... [1] https://tech.target.com/infrastructure/2018/06/20/enter-unim...