The Guardian newspaper has been speaking with the big supermarket chains and they all seem to be predicting the decline and fall of the Christmas onesie. James Brown, Sainsbury’s non-food trading director (not the Godfather of Soul), said to the Guardian: “We don’t really see growth this year in onesies.” He believes adults will be switching from the comfy all in one pyjama suits to festive-themed outfits that sit somewhere between pyjamas and a tracksuit. “It will be more about the two-piece and outfits that match head to toe,” he said. “Last year we had a Christmas pudding hat which sold out in a week. This year we’ll be selling socks, headbands, handbags and hats with bells on.”
John Carolan, Sainsbury’s kidswear boss said, “Christmas novelty is becoming an event in the same way as Halloween.” A spokeswoman for Asda offered “I think the onesie has probably had its day.” The supermarket has slightly reduced its range but, by contrast, is increasing its range of jumpers by 62%. “We are going after Christmas jumpers for all the family: Mum, Dad, the kids and the dog.” Of course this is another consumer trend, along with the adult onesie, that started in the USA where giving matching festive jumpers or pyjamas has long been popular.
We actually welcome the end of the onesie craze in the UK. When we started making and selling adult onesies in 2008 we thought it would be a niche, young person’s product sold mainly online. Then the big retailers started pumping out cheap polyester onesies, C list celebrities started wearing them to get in the tabloids, and last November I saw them being sold in my local pharmacy!
Funzee will continue to develop good quality fun adult onesies and sell them online only, so you know where to come when they have emptied from the High Street.