In a festive first for the budget hotel giant, Premier Inn has unveiled its own line of limited-edition sleepwear, designed to celebrate the nation's love of a good night's rest. The collection, launched just in time for Christmas, will see all proceeds donated to the Great Ormond Street Hospital Charity (GOSH Charity).
A Sleep-Inspired Design for a Good Cause
The new pyjama range, which went on sale at 9am on 4th December, features whimsical designs directly inspired by what guests associate with sleep. The collection includes the hotel chain's iconic moon and stars logo, alongside patterns featuring sheep, slippers, pillows, and alarm clocks, all rendered in Premier Inn's signature purple hue.
All profits from the sale will support GOSH Charity, an organisation dedicated to helping seriously ill children have the best possible childhood. The launch coincides with new research that paints a picture of a nation deeply fond of its nightwear, with many Brits dedicating entire days to their pyjamas.
Survey Reveals a Nation of Pyjama Enthusiasts
A study of 2,000 UK adults, commissioned by Premier Inn, uncovered some telling habits about our relationship with sleepwear. The data shows that a third of pyjama wearers enjoy up to five 'pyjama days' per month, where they remain in their nightwear all day.
Furthermore, more than a fifth (22%) declared their 'jim-jams' to be their most-worn garment. Half of the respondents admitted they 'live' in their nightwear during the winter months, with 16% going as far as to call it their favourite outfit. The desire for cosiness is strong, with 20% claiming to put their pyjamas on the moment they get home, and another 20% aiming to be in them by 6pm during winter.
The survey also delved into sleep habits, finding that 44% of adults believe they sleep better with pyjamas on, and 24% of enthusiasts confessed they don't understand how anyone can go to bed without them. While a third see nightwear as strictly for sleeping, 26% consider it an essential part of their wardrobe.
Celebrating the 'Great British Sleep'
A spokesperson for Premier Inn commented on the findings and the new product line: "It's official – the UK is a nation of pyjama lovers. With many dedicating entire days to wearing them, and half saying they live in their PJs over winter, it perfectly aligns with our obsession with a great night's sleep."
"We help millions sleep well every year. To celebrate, we asked guests what they most associate with sleep and designed an exclusive range featuring all the icons, from slippers to sheep, that get Brits sleepy," the spokesperson added.
The typical survey respondent owns four pairs of pyjamas, although 26% buy new ones less than once a year. The Premier Inn spokesperson concluded with a note for sleepwear fans: "Getting into bed in new pyjamas is one of life's great pleasures. We thought it was a match made in heaven to offer a range of cosy cotton PJs... But they are only available for a limited time, so you'll have to move quickly."
