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Reuters, Published November 10 2012

Hot Topics: Bedsocks all the rage for cash-strapped Brrrrritons

LONDON – Cash-strapped consumers in austerity Britain trying to hold down rising heating bills are rushing out to buy socks designed to be worn in bed, according to UK manufacturer HJ Hall.

HJ Hall said it would normally sell around 3,000 pairs of bedsocks a month between October and February, but this October sold more than 9,000 pairs. Eighty-six percent of the people it polled said they were buying the socks to delay putting on the heating.

Rises in British gas and electricity prices this autumn have even persuaded younger consumers such as newlyweds and students to turn off the radiator and cozy up with the kind of passionless nightwear that granny used to swear by.

“We have noticed that a lot of the customers are younger than our normal middle-aged demographic – men and women in their 20s and 30s who are really feeling the pinch,” HJ Hall Director Anton Jenkins said.

Founded by “Honest” John Hall in Hinckley, Leicestershire in 1882, the family firm’s original aim was to provide warm, long-lasting hose for the local farming community. Now it’s ramping up bedsock production to meet demand.

Bedsocks have also been given a boost by celebrity endorsements, with former Spice Girl Victoria Beckham revealing she pulls on woolly socks as part of her bedtime beauty routine.