The run-up to Christmas 2012, retailers have been concentrating on bringing in male shoppers buying lingerie as gifts.
Last month, online lingerie boutique Fox & Rose published the results of a survey it had commissioned, which found that British women had collectively received more than £100 million of unwanted lingerie as gifts, with one in five women never wearing lingerie bought by their partners. The boutique launched a Gentlemen’s Lingerie Lifelines advice site offering tips and advice to men buying lingerie.
Next week, the Oxford Street branch of Debenhams will hold an event to help men choose the right lingerie for their wives and girlfriends, giving advice on fit and style. The store has also placed male sales assistants in the lingerie department in an attempt to make the experience less intimidating.
In Buntingford, Hertfordshire, the year-old MyLingerie boutique will hold a shopping event for boyfriends and husbands tonight, aiming to make it easier for men who might be embarrassed to go into a lingerie shop.
Louise Ferdinand Lingerie has launched a Christmas gift card that, while not aimed specifically at men, will make it easier for them to buy lingerie without making style or size errors. The gift vouchers are worth £20, £30, £40 and £50, and can be redeemed online for six months.
Turning the tables on women, Socked.co.uk has carried out an unofficial survey that puts novelty socks at number one on the list of worst Christmas gifts. The company is using the tongue-in-cheek press release (in which it claims that "Socked are working on the world’s largest survey to find out what happens to missing socks" and "One of main causes of Christmas day arguments is when Dad presses the jingle bells button on his garish Christmas socks for the 85th time") to promote its "Sockscriptions" – a monthly delivery of black socks, starting at £5.99 a month.