Families snap up matching pyjamas to nurture bonds
From left: Victor Munyaka, Cynthia Omwenga, Beatrice Mwangi, Rael Odipo and Co-founder of Keliam kids Baby shop Edwin Mokaya showcase their matching Christmas pyjamas at Keliam kids Baby shop in Utawala on November 13, 2024.
Matching pyjamas has never been an African festivities tradition; food has.
However, today the desire to depict togetherness, colliding with new pressures from social media, is propelling demand for matching pyjamas. And this is increasingly turning into a new revenue stream for December entrepreneurs.
Kenyans are shipping in containers and containers of second-hand Christmas-themed pyjamas while others are bringing new attire from especially China, Dubai and Turkey.
“Christmas prints like snowflakes, reindeer, and elves are particularly popular,” says Lillian Njogu, who owns a shop in Nairobi and is one of those who are making a killing this season.
Ms Njogu started the business after she saw the influence of social media and celebrity culture on Kenyans and shopping catalogues showing entire families in matching outfits.
“It took off when Kenyan celebrities embraced it, and that pushed the trend into the mainstream,” she says, “demand peaks during the holidays.”
With pet ownership on the rise, she is mulling adding pet-matching pyjamas to her collection too. “Perhaps in the future, we could offer more inclusive options for pets as well,” she says.
How profitable is the business?
“I make around Sh50,000 profit every week from selling my pyjamas. It’s been a steady journey,” she says.
Sarah Nemayian, another seller says what has contributed to the fast take-up of the matching pyjamas is that Kenyans already love being together during the holidays.
“Whether they are travelling or staying home, that’s why matching pyjamas catch on,” she says.
Ms Nemayian’s store sells across generations, from grandmothers to grandchildren, a trend that Edwin Mokaya, the co-founder of a baby shop in Nairobi, has noticed too.
Staff sorting matching Christmas pyjamas at Keliam kids baby shop in Utawala on November 13, 2024.
Photo credit: Billy Ogada | Nation Media Group
“This year, we’ve noticed that even adults are embracing the trend. It’s no longer just for children," he says, adding that his shop, with branches in Nairobi's Utawala and Kilimani, Nakuru, and Mombasa has had to start stocking adult-sized rompers in matching sets.
Mr Mokaya attributes the growing popularity of matching pyjamas to their comfort and their ability to foster family bonding. “Matching pyjamas symbolise freedom,” he says, “they are comfortable, and for many, they represent togetherness."
Driven by changing culture, social media trends, and a desire for shared experiences, Mr Mokaya expects new trends in family-themed clothing around conservation, holidays, and even professional themes.
"The market will soon diversify to include a variety of options year-round,” he says.
Is he worried that the tough economic times will dent spending this December? “While we remain optimistic about December sales, we have to manage our expectations given the economic situation,” he says.
“Our revenue estimates are tight and any bumps in the road could affect our ability to stay afloat.”
