British men are increasingly going pyjama shopping as they spend more time at home for some action between the sheets.
New figures have revealed that sales of men's pyjamas have risen by almost a third over the past year, as more couples stay at home to spend extra time having sex. Sales of the full-length men's night-garments, which peaked in popularity in the 1970s, have jumped by 30 per cent over the past 10 years. Figures from market researchers TNS have revealed that the annual sales have now reached 33 million pounds, as compared to 22 million pounds in 1999.
Debenhams has reported a 45 per cent increase in male jim-jams purchases, while John Lewis sales rose 10 per cent with their own-brand doing extremely well. The trend could also be seen among women's undergarments, with annual sales trebling over the past decade, from 32 million pounds to 93 million pounds. Experts have said that it indicates to a trend where couples were spending less time in pubs and restaurants and more time at home having sex.
Men also appeared to be happier lounging around at home in their "jim jams" or "PJs", which are derived from the loose-fitting Asian paijama trouser.Women's lingerie has also enjoyed a mini-boom, with sales of contemporary fashion lingerie jumping by more than a fifth.
"Men's nightwear has shaken off its 'Wee Willie Winkie' image and the new designs and fabrics have made them appealing to men and women again," the Telegraph quoted a Debenhams spokeswoman as saying. She added: "Many couples in Britain are now spending more time together than ever before and are rediscovering the benefits of nights in."
The figures also pointed to a trend of young men increasingly wearing pyjamas with just four per cent of buyers being under 25 in 1999 compared to 22 over the past year.
Over the same time period the proportion of middle-aged men and pensioners aged over 55 buying the garments has slumped from 70 per cent to 40 per cent.