No one is buying pants, but pajama sales are soaring

May 13, 2020, 6:06 AM | Updated: 6:13 am
Work from home concept. Businessman having a conference call on a laptop with no pants and his legs...
Work from home concept. Businessman having a conference call on a laptop with no pants and his legs on the table Credit: nikolay100/Shutterstock

    (CNN) — Coronavirus has upended the way people shop, sparking serious deals for some items — an hefty price increases for others.

Online purchases rocketed higher last month, according to an Adobe Analytics study released Thursday. That’s not a huge surprise: Many people can’t or don’t want to leave home to shop during the pandemic.

The massive boost in online buying turned April into a giant Black Friday sale, Adobe Analytics said. For some retailers, online traffic rivaled the day after Thanksgiving. Other companies heavily discounted items that haven’t sold well during the pandemic, giving customers Black-Friday-like deals.


Working from home in the coronavirus age means Americans are buying a lot more groceries and far fewer pants online.

To persuade customers to shop, online clothing stores dropped their prices to the floor. Clothing stores were forced to slash prices by an average of 12% between March and April — the largest monthly price decrease on record for Adobe Analytics.

That helped boost apparel sales, which rose 34% over the same period,

“We’ve never seen anything like that for us for apparel,” said Vivek Pandya, lead analyst for the Adobe digital insights group. “Right now [apparel companies] are experiencing the kind of pricing that they’d normally get during Black Friday.”

Many major apparel retailers were forced to close physical stores because of stay-at-home orders. Americans who don’t have to travel to work also don’t need to buy clothes to wear to the office, the gym, or to other social outings.

That helped boost pajama sales by 143% but fueled a 13% sales decline for pants, Adobe Analytics said. The price for bras also dropped by 12%.

H&M, Adidas and many other retailers reported devastating sales declines during the past several months. S&P Global Market Intelligence also cited a third fewer apparel exports from China during the pandemic.

Soaring sales

Overall, ecommerce sales were up 49% last month, and categories such as online grocery, electronics and books doubled.

Adobe Analytics, which aggregates and analyzes more than a trillion data points from digital retailers that use its software — including 80 of the top 100 ecommerce sites — found online grocery store sales surged by 110% between March and April, according to data provided to CNN Business.

Creative audio equipment and alcohol sellers also experienced an e-commerce boom last month, according to Adobe Analytics.

The research group found collective online sales for wine, beer, and spirits surged 74% between March 11 and April 21. The sale of creative audio equipment like microphones and sound mixers rose a whopping 459% in April, according to Pandya, the Adobe Analytics lead analyst.

“I’d attribute that to people wanting to express creativity at this time,” Pandya said. “When people realize they’re going to be in quarantine for an extended period of time, they reckon with that.”

That soaring demand has led to some serious price increases for some online items. Prices of electronics, in particular, have risen: Computer prices soared 3.1% last month. Toys were 1.5% more expensive in April than in March. That trend upends years of precedent in which the best deals were found on ecommerce platforms, such as Amazon.

But those sales gains weren’t enough to erase the overall losses major retailers have experienced from an economic downturn that has Americans shopping less overall, noted Sucharita Kodali, retail analyst with Forrester.

“It will take a long time for sales to get back to normal and for people to feel comfortable heading back to stores,” Kodali said. “We are in the midst of a recession, possibly a depression. If there’s a nonessential retailer that can thrive in that retail environment, I want to know who they are.”

™ & © 2020 Cable News Network, Inc., a WarnerMedia Company. All rights reserved.

Today’s Top Stories

All News

Travelers wait in for a TSA security check at the Los Angeles International Airport in Los Angeles,...

Pre-pandemic sized crowds descend on US airports for holiday

TSA is reporting crowds of pre-pandemic size are traveling this Independence Day.
17 hours ago
The National Weather Service of Salt Lake City says there is a red flag warning in effect for Weste...
Lindsay Aerts

Fourth of July weekend weather conditions ripe for fires

The National Weather Service of Salt Lake City says there is a red flag warning in effect for Western Utah. It warns that many fires are human caused.
17 hours ago
Salt Lake County is working to make sure its golf courses don't use as much water in the drought....
Martha Harris

Salt Lake County says it has decreased water-use on its golf courses

Salt Lake County says it has back water usage on its golf courses. The county says it has done by changing how they water.
17 hours ago
Back view of two ambulances...
Don Brinkerhoff

Herriman mother saved by off-duty police officer

A Herriman woman feels lucky to be alive after her raft is tipped over and she nearly drowned last week.
17 hours ago
Residents stand in front of building destroyed by missiles in Ukraine...
FRANCESCA EBEL Associated Press

Russian missiles kill at least 19 in Ukraine’s Odesa region

The Ukrainian president's office said three Kh-22 missiles fired by Russian bombers struck an apartment building and a campsite.
17 hours ago
The Great Salt Lake Fringe Festival will make its in-person comeback from July 28 to Aug. 7. Courte...
Devin Oldroyd

The Great Salt Lake Fringe Festival is coming back to Salt Lake City

The Great Salt Lake Fringe Festival will make its in-person comeback from July 28 to Aug. 7.
2 days ago

Sponsored Articles

Tax Harassment...
Jordan Wilcox

The best strategies for dealing with IRS tax harassment | You have options!

Learn how to deal with IRS tax harassment. This guide will teach you how to stop IRS phone calls and letters, and how to handle an IRS audit.
spend a day at Bear Lake...
Bear Lake Convention and Visitors Bureau

You’ll love spending the day at Bear Lake | How to spend a day at Bear Lake

Bear Lake is a place that needs to be experienced. Spend a day at Bear Lake.
Curb Appeal...
Price's Guaranteed Doors

How to have the best of both worlds for your house | Home security and curb appeal

Protect your home and improve its curb appeal with the latest security solutions like beautiful garage doors and increased security systems.
Prescription opioids can be disposed of during National Prescription Take Back Day...
Know Your Script

Prescription opioid misuse | How to protect your family from the opioid epidemic

Studies have shown that prescription opioid misuse has increased since COVID-19. So what do you need to know about these opioids?
national heart month...
Intermountain Healthcare

National Heart Month: 5 Lifestyle Changes to Make Today to Keep You Heart Healthy

Heart disease is the leading cause of death for both men and women. One person dies every 36 seconds in the United States from cardiovascular disease
Joseph Smith Memorial Building...
Temple Square

The Joseph Smith Memorial Building is an icon of Salt Lake City | Why hosting an event at this beautiful location will make you a hero this year

Here's why hosting an event at the iconic Joseph Smith Memorial Building in downtown Salt Lake City will make you a hero this year.
No one is buying pants, but pajama sales are soaring