Tired Brits have sent sales of pillows, duvets and bedroom furniture soaring to record levels as they struggle to recover from lack of sleep caused by the UK's summer heatwave, according to data released by digital department store, Freemans.
Collectively, the nation lost 5.46 billion hours of sleep during the 40-day heatwave, with 65% of adults reporting difficulties getting to sleep, says Freemans: "On average, we lost three hours each for every ‘tropical night’, defined by meteorological experts as a night-time when the air temperature fails to fall below 20°C (68°F) between sunset and sunrise."
Now, as temperatures slide and rainfall returns, shoppers are busily buying sleep aids, says Freemans, spending £22m on beds, mattresses, pillows and duvets in September alone.
Freemans estimates that 24% of all adults are buying new bedding this season. Already, Freemans' own sales are up across softened duck pillows (up 19% YoY), premium branded quilts (up 78%) and mid-range beds (up 42%).
To help customers, the digital department store has also launched a new advice hub, Sleep Well. Working with certified coach Alex Leigh – aka The Sleep Mummy (pictured) – the site offers practical advice and tips around bedding, duvets, pillows, mattresses, nightwear, bedtime beauty and the sleep environment.
Freemans says the trend is so pronounced that retail analysts are predicting shoppers will now change their bedding type each season – just like clothing – to cope with changing climate patterns.
Lydia Jones-Jack, senior homes buyer at Freemans, says: “Record numbers of Brits struggled to sleep this summer, and as the nation goes back to work and school, millions of us are still feeling tired instead of refreshed after the summer break. The 'Sleeptember' phenomenon is vital for the nation’s wellbeing as it helps us understanding how to sleep better and combat this ‘sleep deficit’.”
Freemans says sleep experts agree that women over 40 – its target customer – were hit hardest by summer’s sleep deprivation, with 75% struggling to sleep: "The problem was made worse for midlife women as many are caring for children and other family members while also suffering menopausal symptoms such as hot flushes and insomnia."
In a bid to recover their lost hours, Freemans reports that midlife women are driving sales of new bedlinen such as duvet covers and fitted sheets, plus cooling nightwear. Sales have jumped 23%, with customers searching out items normally associated with luxury hotels, such as 'plump mattress toppers' and 'high thread count Egyptian cotton', alongside 'cami strap nighties' and 'natural cotton pyjamas'.
Lydia adds: “The searing summer heatwave has taught us the importance of good sleep and put bedroom design firmly in focus. We expect bedding sales to continue climbing, with customers now changing their bedding for each season, just like they do for their clothes.”
Pictured: sleep coach Alex Leigh
