Bridal lingerie retailers would do well to tap into the boudoir market, according to a new survey by British independent brand Bluebella.

The study found that more than a third (37%) of brides go to bed on their wedding night wearing more risqué lingerie to the set they were married in.

The Bluebella poll, conducted on 1000 couples to promote its new bridal lingerie range, also revealed that 89% of brides buy special lingerie for their big day.

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Bluebella CEO Emily Bendell said: “It is great to see that so many brides are switching lingerie on their wedding day. For some brides that means wearing contour lingerie so they look amazing in their wedding dress and then something a little more provocative later.”

But despite many women purchasing provocative underwear for their wedding night, more than half (52%) of couples fail to make love on the day they tie the knot – largely because they are too tired or have drank too much.