Dec 20, 2022
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Consumers will 'dress down' for Christmas Day - John lewis report

Dec 20, 2022

UK retailers may have been betting big on partywear for the festive season, but when it comes to what consumers are going to wear on Christmas Day itself, it seems sequins are largely off the menu with pyjamas and other relaxed clothing the key look.

Photo: Cath Kidston

A new study from John Lewis on Tuesday said that “Christmas Day looks set to be different this year. Most will be dressing down, as one in 10 plan to spend the day in pyjamas” And it added that millions of households will be “cooking more from scratch to save money and keeping the heating low to reduce bills”.

Its insights are based on a survey of 2,000 UK adults who celebrate Christmas and show that it's all about comfort this year, both comfort, food and comfort clothing.

That comfort food is most likely be cooked using an air fryer or a microwave, as well as via the hob, so that people can avoid switching on the oven to save money. They'll also opt for cold desserts to save money. 

As for clothing, it’s going to be a dress-down Christmas Day with only 9% planning to wear sequins, velvet, black tie, or high heels. Almost half (45%) will wear pyjamas, jogging bottoms, or jeans for most of the day, and about a quarter (24%) of UK adults will get in the festive mood by wearing a Christmas jumper.

It’s interesting that at the same time, Cath Kidston has crunched some numbers and found that search interest for pyjamas is surging. 

It said preppy pyjamas have seen a 750% year-on-year increase in Google search interest recently. Searches for plaid pyjamas have also risen 233% in the last three months. Matching pyjama sets for the whole family are also riding high with Google search interest up 50% in the last year.

And Cath Kidston added that ‘loungerie’ (loungewear infused with lingerie) has been one of its biggest trends for 2022.

Back with John Lewis, its survey also showed that the main expense cost-conscious consumers are least likely to cut back on is giving gifts to children. Those cutting back on the amount they’re spending on gifts are most likely to spend less on the adults closest to them with friends impacted first, followed by partners and siblings. 

Some 41% said they’re spending less on gifts for friends this year, but 19% said they’ll spend less on a Secret Santa gift for a work colleague. 

People also said they started shopping for Christmas earlier than ever this year to spread the cost, and as a result only 15% expect to still be buying gifts on Christmas Eve.

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