HE KNOWS IF YOU’VE BEEN SLEEPING – SLEEPY BRITS GO MAD FOR PJS THIS CHRISTMAS 

DEBENHAMS SEES BRITS SNAP UP PYJAMAS AS FAMILIES OPT FOR COMFY CLOBBER THIS FESTIVE SEASON 

With just twelve sleeps left until Christmas, you might expect to see glamorous outfits at the forefront of festive wardrobes, however Debenhams is today reporting a different trend. This Christmas, the leading retailer has seen more Brits opting to spend their money on cosy pyjamas instead.

Although clothing items were the most popular Christmas presents to buy loved ones in 2018, this year glitzy numbers are giving way to comfy casuals as loungewear sales continue to soar.

Family pyjama sets have been a hit for the retailer this year, with an estimated 15,000 families set to cosy up together kitted out in Debenhams’ matching Christmas sets.[1] The growing trend for matching sleepwear sets took off in the UK after influential US stars such as the Kardashians, J-Lo and Will Smith advocated the tradition with their A-list families. Instagram has also played a huge part in the trend, with thousands of users taking to the platform to share their festive family pictures.

The growth of Christmas Eve boxes, another US trend which hit the UK in 2016, has been instrumental in the adoption of festive family sleepwear. The boxes, which are gifted to children on Christmas Eve, contain stocking fillers including pyjamas which help to set the festive mood ahead of the big day – and give exhausted parents some reprieve as they make their last minute preparations.

In terms of styles, both the animal print and unicorn frenzies which swept the shops in 2018 continue to lead the way. Debenhams has revealed that its bestselling ladies’ pyjamas are the leopard print jersey sets, whilst the fastest-selling kids item is the unicorn PJs, with 58,000 sets sold so far.[2]

Susie Calvert, Trading Director for Accessories & Lingerie at Debenhams, commented: ‘It’s not surprising that people are opting for comfy and cosy options this year, as the festive season is so busy that scheduling time for relaxation is a must.  

“Pyjamas are a key staple in Christmas Eve boxes as they are essential for creating that cosy feel, and there is something special about matching sets that bring families together at this time of year. These boxes offer people a chance to put on their festive PJs and enjoy some time to relax with the family – which is what Christmas is all about.”

Debenhams’ latest Christmas advert, which celebrates the Eve Event, was first aired on screens in December and comes as part of the retailer’s Christmas campaign, featuring singer and reality star Fleur East as a festive fairy. To watch the advert, please see below for links:

https://www.youtube.com/watch?v=7_sAFJylKNo

https://www.youtube.com/watch?v=L5fLOe1gJmU

[1]Debenhams Retail Report

[2]Debenhams Retail Report

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