Gift Purchasing Accounts for Rising Lingerie Sales Volume

If you're scratching your head wondering why lingerie sales are spiking year after year, let me stop you right there — it’s not just about self-love (though that’s definitely part of it). As a shopping strategist who's been analyzing consumer trends for over a decade, I can tell you the real game-changer: gifting. Yep, people aren’t just buying sexy slips and lace bras for themselves — they’re gifting them, and it’s reshaping the entire market.

Let’s break it down with some hard numbers. According to a 2023 report by Statista, the global lingerie market hit $89 billion — and is projected to grow to $112 billion by 2027. Now here’s the kicker: nearly 40% of all lingerie purchases in North America and Western Europe were gifts last year. That’s up from just 26% in 2019. Something big has shifted.

So what’s driving this surge in gift purchasing? For starters, shifting social norms. Lingerie used to be taboo, something hidden in brown paper bags. Now? It’s celebrated. Think about it — bridal showers, bachelorette parties, birthdays, anniversaries… lingerie has become the go-to gift for milestone moments. Retailers have caught on fast, rolling out beautifully packaged sets, personalized notes, and even discreet shipping options.

But it’s not just about convenience. Data shows that gift-driven purchases often lead to higher average order values. Check out this comparison:

See that? People spend way more when buying for someone else — and they’re less likely to return it. Plus, recipients who receive lingerie as a gift are more inclined to stick with the brand later. That’s pure gold for retailers.

Another key factor? The rise of size-inclusive brands. In the past, buying lingerie as a gift was risky — sizes were confusing, fit was inconsistent. But now, brands like Savage X Fenty and ThirdLove offer detailed fit guides, flexible sizing (think: one-size-everything styles), and even virtual try-ons. This reduces buyer anxiety and boosts confidence in gifting.

And don’t forget about marketing. Have you noticed how many lingerie ads now focus on gifting moments? ‘For Her Birthday’, ‘Just Because’, ‘Anniversary Essentials’ — these curated collections make it easy to shop with purpose. Some brands even report that their gift-specific bundles sell 3x faster during holiday seasons.

Bottom line: if you're in the lingerie space — whether as a shopper, marketer, or retailer — you need to recognize the power of gift-driven demand. It’s not a niche trend; it’s a core growth engine. And as cultural attitudes continue to evolve, we’ll likely see even more innovation in packaging, personalization, and delivery.

So next time you're looking for the perfect present? Skip the generic mug. Go for something bold, beautiful, and meaningful. The data says you — and the recipient — won’t regret it.