The morning light filters through the slats of the blinds, softly landing on the red plaid pajamas -- casually draped over the back of the sofa, with a crooked-headed reindeer embroidered on the chest. I pour myself a cup of coffee, the steam fogging up the lens. Just a pair of pajamas, right?
But every year around this time, it appears as reliably as Christmas tree lights -- in store windows, on Instagram photos, even in the Beckham family portrait -- Victoria and her daughter Harper wearing matching golden silk pajamas, smiling like chocolates wrapped in foil in front of the Christmas tree.
It seems like everyone wears Christmas pajamas at Christmas. But a friend complained to me that his startup lost a lot of money on its first sale of Christmas pajamas. Why? Let me share my story with you and reveal the secrets to making money with Christmas pajamas.
Christmas Pajamas -- Our Happy Memories
Christmas Pajamas are never just a piece of clothing. They are more like a tangible representation of your childhood memories. Remember last Christmas Eve? My mom bought matching pajamas for the whole family -- red and green plaid, soft as a cat's belly basking in the sun.
My brother rolled his eyes and muttered, "This is so childish," but that night he still put them on. We crowded onto the couch, fiddling with a selfie stick, with a Christmas tree blinking too brightly in the background. That photo is still stuck on my fridge door.
The power of tradition lies in the stitches. The Beckham family hosts an annual Christmas pajama party, and in Victoria's Instagram photos, the family stands in a row, wearing Christmas hats and striped pajama bottoms.
We Love a Relaxing Holiday
No need for jewels or fancy clothes -- the wrinkled cotton fabric makes the supermodel family look like ordinary people. Maybe that's the key--while all holidays urge you to "dress up", pajamas let you lounge on the couch eating cookies. They wrap you in soft fabric with a promise: right now, you just need to be yourself.
Many People Want to Buy Christmas Pajamas
The demand for Christmas pajamas is like a magical pumpkin carriage! In August, you might not even think about Christmas pajamas, but once November rolls around? All the clothing brands will be filling their shelves with custom Christmas pajamas!
Last night, before I went to bed, I saw a lot of Halloween pajamas on TikTok. I always like to look at some commercial data on clothing. I was looking at my phone in the library the night before Halloween last year."The ghostly Halloween loungewear is selling like hotcakes, with daily sales reaching 1,500 pieces!"
Festival sets are always so popular, and Christmas pajamas are no exception.
How Can Clothing Brands Increase Profits on Christmas Pajamas?
Why would anyone pay $95 for a popular brand of Christmas pajama set? Many clothing store owners told us the answer: labor costs. It's undeniable that labor costs contribute to clothing's high prices. But consumers are starting to tire of hearing this argument. The secret to getting consumers to buy is to make them feel they are getting good value for money.
"Put it on and you'll feel like you're being held by an angel. Do you want to be held by an angel every day?" I like this. Complaining to consumers about the high cost of clothing is a way to raise prices. Customers come to shop and have fun. You can talk about the precision of the workmanship. You can ask customers to imagine the scene in which they are wearing it.
You can take your customers into the brand's story. What makes customers willing to buy clothes is not only the price but also your sincerity. Don't let your customers become computers that only calculate costs.
Paying for Christmas Pajamas? Paying for Christmas Rituals!
Why do Uniqlo's "magic pants" sell millions of pairs every year? I don't think the secret lies in the appearance of the garment. You need a ticket to the amusement park. Christmas also requires a "ticket". "God pants" are like a ticket to all kinds of clothing. They fit any body type and go with any outfit. Christmas pajamas are your ticket to the Christmas ritual.
Is it okay to wear regular pajamas to a Christmas pajama party? Or maybe you can? But I don't like it. My friends would probably think I'd be weird, right? But if I'm wearing Christmas pajamas, I have fewer worries. Christmas pajamas are like a ticket to Christmas. Wearing Christmas pajamas together feels like a Christmas ritual. Isn't that a wonderful atmosphere?
How to Calculate the Cost of Christmas Pajamas?
The cost of Christmas pajamas needs to consider these factors:
- Fabric and labor
- Embroidery printing
- Logistics and customs duties
- Social media promotion
You Need to Learn to Calculate Your Costs to Make a Profit from Christmas Clothing
Only by learning to calculate the cost of clothing and working out the profit can you make a profit. Clothing brands often work with manufacturers to custom-make Christmas pajamas. A trustworthy clothing manufacturer will tell you the cost of these factors.
Some manufacturers are reluctant to disclose their cost before you place an order. They fear you might be a competitor and copy their prices. This is a problem many startup clothing brands face. Don't worry. Simply submitting a deposit will alleviate their concerns. Competitors won't pay a deposit just to copy your prices.
Sell Warmth, Not Kidnap Consumers with Price
The profits from Christmas pajamas are indeed lucrative for clothing brands. While earning profits, don't forget to earn customer trust. What clothing brands value more than short-term profits is customer loyalty.
Writing this reminds me of a sad story. When I was very young, my mother took me shopping. I saw a beautiful set of Christmas pajamas. I wanted them so badly. The clothing store owner saw how much I wanted them and offered a very high price.
My mother realized they were twice as expensive as the others. She spent a long time trying to find a discount and finally bought them for me. That's when I decided I'd never buy clothes from that store again. Every time I see those pajamas, I'm reminded of how much my mother loved me.
Customers Remember Clothing Brands That Bring Warmth
I bought a set of Christmas pajamas from a well-established store recommended by a friend as a Christmas gift for my grandmother. That evening, as she opened the gift, my grandmother touched the buttons on the pajamas. She said, "The fabric feels just like the wedding dress I wore on my wedding day."
We listened to my grandmother's halting recounting of her wedding story. We spent a warm and romantic Christmas.
Finally
No one is stupid. I believe the reason people are willing to buy high-margin Christmas pajamas is that they embody a warm commercial spirit.
Customers don't care how luxurious their Christmas pajamas are. They care whether they bring joy and warmth to their families on winter nights, and whether they feel the gentleness of the world.
As dusk settled, the reindeer pajamas on the couch melted into soft silhouettes. I suddenly understood why Victoria insisted on wearing pajamas for the family portrait every year. For someone who has lived at the center of fashion for half her life, it is this "imperfect" tenderness that she cherishes most.
