Gone are the days when the iron was a necessary appliance to ensure a polished appearance for work or college. With more relaxed dress codes, wrinkled clothing is no longer considered a faux pas.
Consumer research shows that approximately 30% of individuals aged 18 to 34 do not own an iron and never bother to iron their clothes. When asked why they don’t find it necessary to possess such an item, they cited one main reason: their clothes simply don’t require ironing.
The second most common reason for not owning or using an iron is that ironing is not important to them or they simply dislike the task. Those who have been ironing for decades can probably attest that it’s not exactly a fun activity.
In contrast, a poll of 3,000 adults reveals that 90% of those aged over 45 own and regularly use an iron. Many in this age group may even own a travel iron for trips.
The annual trends report by household specialist retailer Lakeland paints a clear picture of the decline of ironing among young people. This report offers insights into the state of the nation’s homes and, in this case, wardrobes.
The decline of the iron and its partner, the ironing board, has been apparent for some time. Even prior to the Covid lockdowns, which introduced working from home in casual attire, the popularity of non-iron fabrics made life easier in busy households.
Even now, as people return to offices after a long hiatus, the dress code remains relaxed, allowing employees to forgo the formality of a perfectly pressed shirt and trousers or dress.
Last year, the removal of the traditional men’s suit from the basket of goods used to calculate the annual inflation rate further reinforced this new reality.
While consumers are no longer investing in irons and ironing water, they are discovering other more useful items to purchase, especially gadgets that help save money during times of financial strain. For example, sales of heated throws have increased by 250% in the past year, according to Lakeland, as consumers embrace the “heat the person, not the home” philosophy advocated by personal finance expert Martin Lewis.
Another household item falling out of favor is the breadmaker, with sales declining by 37%, says Lakeland. Gadgets like air fryers are taking their place.
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