‘Famjams’ replace ugly Xmas sweaters

Matching holiday sleepwear “is the new ugly sweater: kitschy, extravagant, and somehow irresistible,” said Abha Bhattarai in The Washington Post. Families have made dressing up in patterned pajamas—“famjams”— an annual tradition, shelling out as much as $200 for coordinating sets for mom, dad, kids, and even the dog and cat. Demand is booming: Target is offering 22 holiday patterns this year, while Walmart’s sleepwear buyer says 2017 is “definitely a peak year” for matching pj’s. PajamaGram, which expects to shift 500,000 pairs of coordinating sets this season, says the holiday boom begins in September, when shoppers begin planning this year’s Christmas cards. “It’s all about the family photos,” said Justin Sonfield, a spokesman for the Company Store, where sales of matching flannel pj’s have grown by double digits for five years. “In the retail world, it’s what we call a home run.” ■