Loungewear spending soars as more and more Britons work from home

Britons are spending more on underwear, nightwear and loungewear, a report has found. [Photo: Getty]
Britons are spending more on underwear, nightwear and loungewear, a report has found. [Photo: Getty]

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.

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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.

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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.

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