As the holidays get underway, it’s not uncommon to see families post photos in intentionally chosen outfits. And although the concept of wearing matching clothes isn’t necessarily new, the lore of matching holiday pajamas in particular has only grown more prevalent in recent years, with entire families getting involved.
Currently, 21% of respondents say their families wear matching pajamas for the holidays or on vacations. Those who do so tend to skew Gen Z, male, and make $100K a year or less. However, there’s more to matching pajama families than what meets the eye.
Here are facts you didn’t know about families who wear matching pajamas, and their preferences beyond the closet:
Celebrity Watchers: Those who wear matching pajama sets with their family for holidays or vacation are more than seven times more likely than non-wearers to share celebrity news via social media (36% vs 5%).
Fashion Fiends: While 19% of matching PJ wearers say they follow trends in fashion ‘very’ closely, just 3% of non-wearers say the same.
Screen Monitors: Among parents, matching pajama wearers are 17 percentage points more likely than non-wearers to only let their children use screens on weekends, and 23 percentage points more likely to only allow screen use for educational purposes on weekdays.
Pickle Juice Drinkers: Pickle juice appeals to matching pajama wearers. Among those with an opinion, matching PJ wearers are 10 percentage points more likely than non-wearers to express interest in drinking it (27% vs 17%).
Deep Cleaners: While 22% of those who wear matching pajamas with their family say they deep clean their home on a bi-monthly basis, just eight percent of non-wearers say the same.
Clearly, those who wear matching pajamas with their family aren’t just doing so for the optics. This group of consumers is intentional about how they spend their energy and their money–whether that’s by limiting their kids’ screen time, deep-cleaning their home or trying out a lip-puckering new juice.
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This article’s data comes solely from CivicScience’s database, which contains nearly 700,000 poll questions and 5 billion consumer insights.