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Premier Inn pillow sales skyrocket after Tiktok trend

Sales are up 65 per cent

Helen Coffey
Wednesday 03 March 2021 14:13 GMT
Premier Inn is selling its pillows
Premier Inn is selling its pillows

It’s clear that Britons are missing the hotel experience – at least if Premier Inn’s bedding sales are anything to go by.

The UK hotel chain has reported that sales of its pillows have surged by 65 per cent.

The increase seems to stem in large part from social media, where Tiktok users have been sharing their purchases of the pillows as part of a trend called #TikTokmademebuyit.

One video featuring the bedding, posted by @charconnor, has had more than 97,000 views at the time of writing.

Some 6,000 extra units of the lightweight, hypoallergenic fibre pillows have been bought since the Tiktok trend raised the product’s profile.

And, compared to the same time last year, sales have risen by a whopping 400 per cent.

The pillows come in sets of two and include a poly-cotton blend pillow protector, with the whole package costing £25.

“We understand how important getting a great night’s sleep is – whether you are at home or in one of our hotels,” said Sarah Simpson, Premier Inn’s head of sleep product development, of the surprising sales spike.

“With many of us missing weekends away it is great to see so many people investing in the quality of their sleep. Our pillows are the perfect way to enjoy a little bit of Premier Inn at home.”

In addition to the pillows, Premier Inn also sells its Hypnos beds and mattresses in various sizes, costing £515 for a double mattress only and £870 for a mattress and divan package.

The brand plans to reopen its doors across England from 17 May – the current date from which most holiday accommodation is allowed to welcome back guests, according to the government’s roadmap out of lockdown.

It’s not the only example of thwarted holidaymakers wanting to recreate travel experiences at home.

In the US, a man missed flying so much that he bought a pair of Delta Air Lines seats and installed them in his home last year.

Steve Simao’s shrine to air travel quickly went viral after his daughter, Nissy Simao, uploaded several videos of him to Tiktok.

“He’s absolutely obsessed with them,” Nissy said of her dad and the seats.

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