Irish shoppers account for 60 per cent of the global fake tan sales made by retail giant Penneys, which has more than 370 stores worldwide, a new household cost-of-living analysis has revealed.
The findings were published in Penneys' first-ever 'Pulse of the Nation' index, a report produced from a survey of 1,200 adults examining some of the latest shopping trends found within the budget clothes retailer.
It outlines how the cost-of-living crisis is putting pressure on Irish households and shoppers; with women, renters and families found to be the worst affected.
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The research revealed that women (64 per cent) are cutting down on spending money on non-essential items more so than men and that approximately 86 per cent are buying less clothing, with seven in 10 women obsessed with finding the best value for items.
While women were noted as being disproportionately more affected by the cost-of-living crisis than men, there were some positives in shopping trends found by Amárach, who carried out the research on Penneys' behalf.
Penneys has documented record-breaking demand for warm, snug clothing items during the colder months, including snuddies (+96 per cent increase since last year), thermal underwear (+55 per cent) and velvet plush leggings (+160 per cent).
Lipsticks are up 41 per cent on last year, while lip gloss has seen a rise of 181 per cent.
The report also revealed: "The Irish fake tan phenomenon continues as fake tan is one of the top selling cosmetic lines at Penneys, with the Republic of Ireland accounting for over 60 per cent of the retailer’s global fake tan sales."
Turning to more serious questions, the index highlighted how renters (68 per cent) are "disproportionately feeling the pain when it comes to the cost of living crisis" compared to homeowners (39 per cent).
Seven in 10 renters also found it harder to budget, with 63 per cent having switched where they bought their food shopping. In addition, 76 per cent said they have been socialsing less in order to save money.
Families with children were also noted as experiencing difficulties controlling expenditure, particularly groceries and utilities. Four in five of these families are treating themselves less often, while the same number are eating out less.
In its report, Penneys, which has 67 stores in Ireland, said they made a commitment last year to "freeze prices on more than a thousand essential kids’ clothing items to help families mitigate financial pressures."
Amárach Chairman Gerard O’Neill said the Index helps to see the bigger picture, beyond inflation and other pressures, reflecting how people are "feeling about their lives."
"The Penneys Pulse of the Nation Index has revealed that this is not an ‘equal opportunity’ cost of living crisis as it clearly identifies three key groups – families, women and renters – who are shouldering the financial burden and whose quality of life is impacted the most," he said.
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