May 17, 2017 | By WGSN Insider
Big data meets consumer insights. Experience WGSN.
A leap in the number of women buying maternity wear sold at UK supermarket Asda has been attributed to the release of the ‘Fifty Shades Of Grey’ movie – which screened in cinemas nine months ago.
Maternity wear sales have risen 170% compared to last year, while other baby products are also “unusually high in comparison to 2014”, according to the Wal-Mart-owned business.
The phenomenon, dubbed the ‘Greyby Boom’ by Asda, had seen sales of maternity jeans between April to July more than double on 2014. Since the film’s release, searches for ‘Maternity’ on the retailer’s website have topped 500,000.
A spokesman for Asda said: “50 Shades Of Grey was the film that got everyone talking and now it looks like it could be at the heart of a baby boom too. Sudden spikes in particular ranges suggest that there is much higher demand than usual.”
“The nation certainly seems to be preparing for some new arrivals.”
New parents this month has also pushed sales of newborn nappies (diapers) currently up 20% week-on-week versus any seven-day period in October.
Nursery essentials, such as cots are up 15% year-on-year, bedding is up 10% and sales of baby blankets throughout November are predicted to hit 5,000.
Meanwhile the movie sequel ‘Fifty Shades Darker’ will premiere in February 2017. You have been warned.
STAY UP TO DATE: You want the need-to-know news, right? Our journalists deliver a daily curation of the most important industry happenings. Sound good? Join WGSN.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.