Customers rush to Sainsbury’s for pyjamas, say supermarket ‘is strong’
You are more likely to go there for your weekly shopping.
But next time you’re in Sainsbury’s, don’t forget to stop by the clothing department too, especially if you like comfy nightwear.
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One woman went to TikTok to take a look at one of the newest additions to the range.
“Sainsbury’s PJ game is so strong!” Hannah wrote at the top of her video.
The clip featured the outfit in question: a long-sleeved sweater with the text ‘Coffee Club’ in cheerful letters on the front.
It comes with a pair of striped, ribbed trousers made from lots of cotton. The whole set costs £24.
Read more Supermarket fashion
“Sainsbury’s, these are so good!” Hannah wrote in the caption video on her TikTok page.
People immediately reacted to the video. One asked: “Are they made of T-shirt material?”
“Are they a bit stretchy or a bit firmer?”
“The pants? They’re stretchy and really soft,” Hannah replied.
“Oh my god!! I need this,” said another.
“I’m wearing the cherry red one they had now!”
“I don’t even like coffee or drink it but this is so cute!” a third commented.
“I wish they had one for us tea girls too,” said someone else.
“That would be so cute!”
“I got them a few days ago,” admitted another.
“I’m currently wearing them and I can confirm they are comfortable!” cheered someone else.
While another insisted she “needed” the two-piece, another asked if you could wear the top outside instead of your pajamas. To which Hannah replied, “100%!”
Is supermarket fashion the new high street?
DEPUTY Fashion Editor Abby McHale weighs in:
Supermarkets have really upped their game when it comes to their fashion lines. These days, when you pop in to do your weekly shop, you can also pick up a selection of wallet-friendly, stylish items for the whole family.
Tesco has just announced a 0.7 percent rise in the quarter thanks to ‘strong growth in clothing’ and M&S has earned the title of the number one destination for womenswear on the high street.
Asda’s George clothing line earned the supermarket £1.5m in 2023, 80 per cent of clothes at Sainsbury’s were sold at full price rather than discounted, and sales of Nutmeg at Morrisons have also risen by 2 per cent over the past year.
How is it that supermarket fashion is so successful?
The clothing is not only affordable but also of good quality, and much of the clothing is part of programs such as the Better Cotton Initiative.
They often stick to classic pieces that they know will last for years.
And because they buy so much stock, they can deliver quickly and the volumes are cheaper.
“Looks like I’m going to Sainsbury’s tomorrow!” someone else commented.
As Hannah laughed, she said she “only drank oat milk.”
“How cute, I need that!” said someone else.
However, there were also those who objected to the £24 price tag.
“Sainsbury’s clothes are so cute but they cost so much,” one person wrote.
“Um, £24?” asked another.
But Hannah insisted: “I would pay that amount just for the sweater!”
“I just wish they were all separates so you could mix and match sizes!” sighed a third.
“I always need a size up for the tops so I only buy the singles, but they have so many cute pairs!”
“But sweatshirts… too thick and too warm!” complained someone else.
To which Hannah replied, “It’s not as heavy as a sweater, but it’s nice to relax in.”
