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.

We want to hear from you.

Have a story idea or tip? Send it to the KSL NewsRadio team here.

All News


Michelle Lee

The hidden dangers of too much sugar

Let’s Get Moving Host Maria Shilaos spoke with Health Educator Troy Duell to learn about the hidden dangers of sugar.

8 hours ago


Alex Cabrero

South Jordan residents react to thousands of tumbleweeds in front of their homes

As heavy winds blew through a Daybreak neighborhood in South Jordan, avoiding tumbleweeds kind of became a sport.

18 hours ago

Salt Lake City International Airport is also being impacted by the winterstorm moving through Utah....

Mark Jones

Delays, cancelations reported at Salt Lake City International Airport

As of 7:40 p.m. on Saturday, airport officials said 146 flights had been delayed, which is 39% of the departing flights.

18 hours ago

Crews working on a power pole that was damaged when heavy winds blew through the area near Shivwits...

Derrick Jones

Power restored to thousands, work continues, after winter slams Utah

Rocky Mountain Power attributed the outages to power lines downed or damaged by the wind and snow.

22 hours ago

Dusk on the last day of the 2024 legislative session at the Utah Capitol in Salt Lake City on Frida...

Bridger Beal-Cvetko

The Utah 2024 Legislative Session is over. Here’s what lawmakers did

Utah lawmakers made the most out of the 2024 general legislative session, passing 591 bills, surpassing last year's previous high of 575.

1 day ago

Tumbleweeds surround an Eagle Mountain home on March 2, 2024. (Photo credit: Brennen Katsos)...

Josh Ellis

High winds hit Wasatch Front as storm moves in

Winds will continue to increase over western Utah valleys Saturday ahead of a front and spread into southern Utah.

1 day ago

Sponsored Articles

Mother and cute toddler child in a little fancy wooden cottage, reading a book, drinking tea and en...

Visit Bear Lake

How to find the best winter lodging in Bear Lake, Utah

Winter lodging in Bear Lake can be more limited than in the summer, but with some careful planning you can easily book your next winter trip.

Happy family in winter clothing at the ski resort, winter time, watching at mountains in front of t...

Visit Bear Lake

Ski more for less: Affordable ski resorts near Bear Lake, Utah

Plan your perfect ski getaway in Bear Lake this winter, with pristine slopes, affordable tickets, and breathtaking scenery.

front of the Butch Cassidy museum with a man in a cowboy hat standing in the doorway...

Bear Lake Convention and Visitors Bureau

Looking Back: The History of Bear Lake

The history of Bear Lake is full of fascinating stories. At over 250,000 years old, the lake has seen generations of people visit its shores.

silhouette of a family looking over a lake with a bird in the top corner flying...

Bear Lake Convention and Visitors Bureau

8 Fun Activities To Do in Bear Lake Without Getting in the Water

Bear Lake offers plenty of activities for the whole family to enjoy without having to get in the water. Catch 8 of our favorite activities.

Wellsville Mountains in the spring with a pond in the foreground...

Wasatch Property Management

Advantages of Renting Over Owning a Home

Renting allows you to enjoy luxury amenities and low maintenance without the long-term commitment and responsibilities of owning a home.

Clouds over a red rock vista in Hurricane, Utah...

Wasatch Property Management

Why Southern Utah is a Retirement Paradise

Retirement in southern Utah offers plenty of cultural and recreational opportunities. Find out all that this region has to offer.

No one is buying pants, but pajama sales are soaring