Britons Could Spend £5.9 Billion On Their 2012 Winter Wardrobe

17 December 2012

New research(1) commissioned by Sainsbury’s Bank home insurance suggests that Brits will spend a total of £5.9 billion on their winter wardrobes for themselves and their families this season.

The research(1) suggests that each British household currently owns £1,891 worth of clothing and footwear and with new winter wardrobe expenditure added, the average household’s wardrobe contents could soon be worth £2,237. Yet around 61% admit to not knowing the value of wardrobe cover that their home insurance policy offers, and one in four (24%) say they don’t have a home insurance policy in place that covers the contents of their wardrobe at all.

Those that don’t have home insurance in place to cover their wardrobe contents could collectively have over £13 billion worth of uninsured clothing and footwear items in their homes.

David Barrett of Sainsbury’s Home Insurance said: “Our analysis suggests that the contents of the average wardrobe can increase by almost one fifth (18%) over the winter months. The average household owns over £2,000 worth of clothing and footwear and most home insurance policies will include this within contents cover. We’d encourage everyone to check the level of contents cover their policy provides and that they’ve included the value of their wardrobe items when calculating the sum they need to insure.

David added: “Our research looked specifically at winter clothing purchases however we’d advise households to think about the value of their wardrobe all year round. For example, everyday items like handbags or shoes can be expensive, especially if they are designer brands, and the value of these could easily be overlooked. We’d recommend keeping receipts wherever possible and it’s a good idea to make a list of all of your wardrobe items as this could help you if you need to make a claim.”

The research(1) suggests that this winter, the items that shoppers are looking for the most are woolly jumpers or cardigans, which 38% of people say they have already bought or will buy for themselves or a member of their family. One in three people (33%) say gloves are on their winter wardrobe shopping list and 29% say a winter coat is.

For further information on Sainsbury’s home insurance, call0800 260 0729, visit or pick up a leaflet in store.

– Ends –

For further information, please contact:
Ian Morris / Tom Wilson, Citigate Dewe Rogerson: 020 7282 1037/2842
Lorna Gilmour, Sainsbury’s Bank: 0131 338 2863 /
Notes to editors:

Winter wardrobe items Britons have bought or will buy for this season(1)
Type of clothing Percentage of adults who have bought or will buy this for their own or their family’s winter wardrobe this year
Woolly jumpers / cardigans 38%
Gloves 33%
Winter coats 29%
Winter weather boots / wellington boots 25%
Scarves 22%
Hats 20%
Christmas party dresses / suits 13%
Christmas party shoes 7%
Earmuffs 5%
Christmas party bags 5%
Other winter clothing 12%
(1) Sainsbury’s Bank commissioned ICM on behalf of its home insurance division. 2,001 GB adults 18+ were interviewed by ICM in an online survey between 16th and 18th November 2012. Interviews were conducted across the country and the results have been weighted to the profile of all adults.  ICM is a member of the British Polling Council and abides by its rules.  Further information at

£5.6 bn figure is calculated using ICM data in combination with the number of households in Great Britain, taken from subtracting the 703,300 households in Northern Ireland. ( from the 26.4m households in the UK ( to arrive at approximately 25.7m. This was then multiplied by the average amount to be spent per household.

(2) Sainsbury’s Premier Cover Home Insurance offers up to £100,000 home contents cover. Sainsbury’s Home Insurance offers up to £50,000 home contents cover,

Sainsbury’s Bank:
To view our latest press releases and product information, please visit the Sainsbury’s Bank online media centre

Sainsbury’s was the first major British supermarket to open a bank, commencing trading in February 1997. Benefiting from a fantastic, trusted brand that enables us to combine the shopping experience with personal finance, Sainsbury’s Bank provides a range of quality products including insurances, credit cards, savings and loans. Our proposition is to make shopping more rewarding by offering customers great products at fair prices, while consistently rewarding shoppers for their loyalty and being easy to do business with at all times.  Our products consistently top Best Buy tables and regularly win awards for quality, price and service.

This year, Sainsbury’s Bank has been awarded ‘Best Term Assurance Provider Direct’ – Moneyfacts Investment Life & Pensions; ‘Best Personal Loan Provider’ – Consumer Moneyfacts; ‘Best Low Rate Credit Card Provider’ – Moneynet; ‘Best Credit Card for use abroad (Gold)’ – Moneynet; ‘Best Loan Provider’ – Moneysupermarket Supers; ‘Pet Insurance Intelligent Choice, Customer Satisfaction’ – Consumer Intelligence; ‘Best Personal Loan Provider’ – Moneyfacts; ‘Best Direct Personal Loan Provider’ – Your Money Direct; ‘Best Online Pet Insurance Provider’ – Your Money Direct; ‘Best Loans Rate’ – Moneynet.
Sainsbury’s Bank is a joint venture between J.Sainsbury plc and Lloyds Banking Group.

For further information and general Sainsbury’s Bank enquiries customers can call the freephone number on 0500 40 50 60 or visit
Direct Line Insurance Group plc
Direct Line Insurance Group plc (Direct Line Group) is headquartered in Bromley, Kent; it has operations in the UK, Germany and Italy.

Through its number of well known brands Direct Line Group offers a wide range of general insurance products to consumers. These brands include; Direct Line, Churchill and Privilege. It also offers insurance services for third party brands through its Partnerships division. In the commercial sector, its NIG and Direct Line for Business operations provide insurance products for businesses via brokers or direct respectively.

In addition to insurance services, Direct Line Group continues to provide support and reassurance to millions of UK motorists through its Green Flag breakdown recovery service and TRACKER stolen vehicle recovery and telematics business.

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