Pyjama sales have doubled since the pandemic started, Harvard Business School research finds

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Jacqueline Zelwis is seen wearing Lala Berlin silk pants and top with print, Gestuz coat in black, Prada bag on in Berlin, Germany. (Photo by Christian Vierig/Getty Images)
Jacqueline Zelwis is seen wearing Lala Berlin silk pants and top with print, Gestuz coat in black, Prada bag on in Berlin, Germany. (Photo by Christian Vierig/Getty Images)
  • Harvard Business School finds pyjama sales doubled in 2020 compares to the same period in 2019.
  • If you can relate to increasingly shopping online for comfy sleepwear and loungewear, then you're in good company. 
  • Here's a list of independent boutiques and local retailers to try for stylish pj's. 

A lot has changed in our lives since the pandemic hit more than a year ago. Among these many changes is how we shop, and particularly what we are shopping for.

Research by the Harvard Business School found that not only have more people conceded to shopping online but gravitate heavily towards sleepwear. The researchers note sleepwear sales doubled in 2020 compared to 2019 in the UK and the U.S.

This research found that following initial lockdowns when the pandemic hit, pyjama shopping began to surge around March and April 2020. The lowest sales tracked were suits followed by dresses.

READ MORE | How life in lockdown has changed the meaning of personal style for fashion writers  

If you can relate to increased online shopping habits, and particularly stocking up on comfy sleepwear, you are in good company. One of the few things we can take comfort in during this enduring pandemic is having warm and comfortable clothes to sleep or lounge for all the time we are spending at home. 

For those us who still find ourselves with the lack of a comfy indoor strip to fit our homebody lifestyle, we need to ensure our supply is updated.

READ MORE | This is how you should be washing your clothing and bedding in the thick of the coronavirus pandemic 

There’s no question that during the Covid-19 crisis, shopping local has become increasingly important. So, if you find yourself short on snuggly jammies and soft fleeces, and are able to make these essential purchases while supporting local businesses, here is a list of sleepwear and loungewear brands to try:

Bena Woman

This luxury sleepwear brand has a selection of trendy prints, in addition to its monochrome piped long sleepwear sets. If you’re looking for something to wear out of bed, this brand has minimalistic tracksuits to choose from.

Shop the brand here.

READ MORE | In Cape Town, Paris, New York and beyond – 5 must-see virtual fashion exhibitions as we lockdown 

Luna Intimates

Here you will find silky satin sleeping sets that come in two colours to choose from, olive and white. The brand promises all pieces are hand made in Cape Town. If satin is not your vibe, they also have a striped semi-sheer long pant set.

Shop the brand here.

Lynn Intimate

This sleepwear brand has been spotted on style stars such as Tshepi Vundla and social media darling Simply Palesa, as well as reality star Pinky Girl. Lynn Intimate has a variety of classic piped silky jammies to choose from, long and short.

Shop the brand here.

Top drawer collection

If you are committed to retail therapy you can treat yourself to personalised classic sleepwear set from Top Drawer Collection.  This brand has been seen on some of South Africa’s celebrated public personalities including its ambassador Sarah Langa, Boity, Somizi and his wedding party.

Get more information about this brand here.

Local retailers to keep your eyes on:

Mr Price

Notorious – or victorious – for being easy on the wallet, Mr Price has a wide-ranging selection of inner wear, including fluffy onesies that are sure to be an essential once again this winter.

Get more information here.


For minimalists and maximalists alike, what is a bonus at this local retailer is their pyjama sets that come in three – if you’re all about matching, that is.

Get more information here.


If you want to sport a trendy sleepwear items, you can find these on Superbalist. The e-commerce site has a range of its namesake sleepwear in bold colours, animal prints, stripes and graphic sets.

Get more information here.

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