WASHINGTON — For one answer to the nation’s most pressing economic question — when will the recession end? — just take a peek inside the American man’s underwear drawer.
There might be some new pairs there, judging by recent reports from retailers and analysts, and that could mean better days ahead for everyone.
Here’s the theory, briefly: Sales of men’s underwear typically are stable because they rank as a necessity. But during times of severe financial strain, men will try to stretch the time between buying pairs, causing underwear sales to dip.
“It’s a prolonged purchase,” said Marshal Cohen, senior analyst with the consumer research firm NPD Group. “It’s like trying to drive your car an extra 10,000 miles.”
The growth in sales of men’s underwear began to slow last year as the recession took hold, according to Mintel, another research firm.
This year, Mintel expects sales to fall 2.3 percent. But Mintel predicts that next year, men’s underwear sales will fall by 0.5 percent, a slowing of a decline that can be welcomed as a step in the right direction.
