Sales of underwear, nightwear and loungewear have increased by 18.8% since 2014, research has shown.
Last year alone, Britons spent £4.6 billion on the pursuit of comfort.
It’s possible that the figures are a response to the higher levels of people working from home.
The figures are expected to rise by another 17% over the next five years.
It’s estimated that a whopping 50% of UK workers will work from home by 2020, a figure that will only add to the £1.55 trillion in loungewear sales estimated.
The wardrobe needed for working in an office versus working from home is vastly different, and Jack Duckett, from Mintel who conducted the research, believes this is a key component in the rise.
“More than four million people in the UK now regularly work from home, and their demand for comfort has arguably been a contributing factor to the booming sales of loungewear.”
Celebrities and social media influencers are likely to have played a part in the boom.
They regularly share aspirational lifestyle shots featuring loungewear. A recent image of YouTuber, Zoë Sugg, in her pyjamas racked up almost 180,000 likes.
View this post on Instagram
A post shared by Zoë Sugg (@zoesugg) on Jul 7, 2019 at 12:17pm PDT
Duckett went on to say: “Candid celebs have shared images on social media in sexy and sporty underwear designs, which has helped to return the sense of fun and even aspiration to a category that otherwise runs the risk of being a price-driven basic purchase.”
“Instagram-friendly” looking products have seen a huge rise in popularity of late, with the likes of H&M and Zara investing a lot of money in homeware.
It’s unsurprising given that the homes and gardens sector is worth a whopping £68 billion, making it the fastest growing sector last year.
Be right back while I go and put on my pyjamas – ahem, I mean loungewear.