Baby Boomers outspend younger generations on Lingerie this Valentine’s Day
With the highly anticipated launch of Bridget Jones: Mad About the Boy aptly timed for Valentine’s Day, it seems pants are at the top of consumers’ wish lists.
From ‘big pants,’ a term famously coined by Bridget herself, to lingerie and g-strings, Buy Now, Pay Later provider Clearpay reveals how different generations are preparing for Valentine’s Day.
Big Pants – Set to launch on Valentine’s Day, Bridget Jones: Mad About the Boy is already making waves, sparking a 14% sales increase in big pants. Leading the surge are Baby Boomers who have increased quarter-on-quarter sales by 42%. Skipping a few generations, Gen Z isn’t far behind with a 35% rise in sales, suggesting Bridget’s iconic influence could be making a mark on a whole new audience.
Lingerie – Baby Boomers are the leading generation to splash out on romantic lingerie this Valentine’s Day. Sales of stockings among this demographic have seen a 177% sales increase accompanied by negligees up 120% and lace thongs which saw a 129% surge, marking the highest growth across all age groups. It looks like the older generation knows how to keep romance alive.
G-strings – G-strings hold their place as a favourite in the lingerie drawer. While you might expect the younger generation to be driving sales, it’s actually Gen X leading the way with a 100% sales increase.
Seamless Pants – Seamless pants remain a go-to choice for comfort and practicality, especially when paired with more form-fitting outfits. These styles are proving particularly popular around Valentine’s Day, often chosen for fancier dinner dates. Millennials appear to be the biggest fans, with sales soaring by 66%.
Comment from Clearpay’s Consumer Insights Psychologist Shakaila Forbes-Bell: “While Valentine’s Day is linked to love and romance, when it comes to purchasing under garments, it should be all about what makes you feel comfortable and confident. If, like Bridget Jones, you find “absolutely enormous, granny pants” make you feel good, then that’s what you should buy.
Interestingly, we’re now seeing older demographics purchasing romantic lingerie and g-strings, items that were once associated with younger generations. This shift highlights that, regardless of age, the key is feeling good about yourself. This shift is also supported by research, which proves that experiences outside of our regular routine boost our mood. It’s all about personal choice and body confidence, not conforming to what’s deemed ‘appropriate’ for any particular age.”
Breakdown of Clearpay’s data:
Overall quarter-on-quarter growth:
(October 2024 – December 2024 vs July 2024 – September 2024)
Seamless Pants
Gen Z – 49% sales increase
Millennials – 66% sales increase
Gen X – 59% sales increase
Boomers – 33% sales increase
Lace Thong
Boomers – 129% sales increase
G-string
Gen Z – 74% sales increase
Millennials – 80% sales increase
Gen X – 100% sales increase
Boomers – 89% sales increase
Stockings
Gen Z – 160% sales increase
Millennials – 157% sales increase
Gen X – 173% sales increase
Boomers – 177% sales increase
Big Pants
Gen Z – 35% sales increase
Millennials – 9% sales increase
Gen X – 10% sales increase
Boomers – 42% sales increase
Featured Photo by Fahad Waseem on Unsplash.