Bed linen could be the deal-breaker when it comes to final success in the bedroom, a new research has revealed.
The research of 2,000 UK adults by COTTON USA in association with Drapers magazine shows that singletons could be falling at the last hurdle, with 43% listing football team-themed sheets as the biggest turn off. Other themed bed linen, such as Star Wars, follows closely behind as a repellent for over 20% of those polled.
A shocking 18% of singles admitted that their sheets were changed by their parents and, when left to their own devices, over a fifth of singletons only change their bed linen once a month.
Almost a fifth of singles believe it is acceptable to use and keep a duvet cover for over ten years. The statistics imply that with no one to impress, they are slacking in the cleanliness department.
Durability and the look and feel of fabric are top of the consumer list when buying a new set of bed linen, demonstrating that quality is crucial. However, with over three quarters of unattached shoppers spending only GBP50 or less on a new set of bedding, it is clear that the recession has taken its toll on consumer buying habits.
Encouragingly though, more than half of consumers say that quality of fabric, its longevity and durability or its comfort, look and feel encourages them to buy cotton items, demonstrating that when they do purchase new bed linen, they buy it to last.
Steph Thiers-Ratcliffe, International Marketing Manager, COTTON USA comments: “The research suggests that whilst young, single consumers may not be shopping for bed linen as often and are changing their sheets less, the quality of the fabric and the durability of the sheets are paramount to enabling these choices.”