By Diana Matthews, Mara Selanders and Jordanna Tennebaum
Many shoppers are trading in Grandma’s closet for store racks for finding the perfect ugly Christmas sweater, and retail establishments are cashing in.
“They’re a big, big seller. They’re definitely a highlight of the Christmas season,” said Sarah Frey, store manager at ByWard Market clothing store Bang-On.
“They’re really fun to be known for—having such a good collection.”
Click on the image below to view an audio slideshow of shoppers looking to score ugly sweaters.
Two shoppers celebrating finding ugly sweaters at Bang-On. Photo by Diana Matthews.
Frey said that it’s only Bang-On’s second year selling the sweaters and the market for “over the top and too much ridiculousness” has kept people coming back. In their first year, she said that the shop sold out at the beginning of December.
“We had a lot of very angry people coming in December 15, December 20, needing sweaters for their parties.” Frey said.
Businesses like Bang-On have responded to the demand and increased the selection of sweaters in stores — but with a higher price tag.
Shoppers find success at St. Vincent de Paul thrift store. Photo by Diana Matthews.
While residents of Ottawa can find sweaters at thrift stores like St Vincent de Paul and Bibles for Missions for no more than $5, sweaters at Bang-On are going for as high as $40. Thrift superstore Value Village hovers somewhere in the middle, providing a range of prices anywhere between $4 and $25.
The offending garment is a must for the perennial ugly Christmas sweater parties scattered throughout the holiday season. The parties are like any other Christmas party, except guests forgo cocktail wear in favour of their most atrocious holiday-themed sweater. The ugliest sweater wins.
Though the party concept isn’t a new one, more and more people are looking for sweaters outside of their own closets.
Bethany Breault, general manager of the Bibles for Missions thrift store in Nepean, said the shop routinely sells out within two weeks of all Christmas merchandise hitting the floor.
Bibles for Missions now hoards the sweaters over the calendar year in preparation for the early-December rush.
Value Village has dedicated a special section of its floor to the sweaters, while Bang-On and international chain Urban Outfitters bring in vintage pieces of their own for sale. Bang-On gets their ugly sweaters from a vintage reseller that scours garage sales and thrift stores around the world for the sweaters.
As Christmas party season gets underway, it becomes increasingly difficult to snag a repulsive sweater.
“It’s just the idea of having an ugly Christmas sweater. It just seems cool.” Rebecca Feddema said as she rifled through the racks at Value Village with her friends.
Shoppers look for ugly sweaters at Bang-On, priced much higher than used sweaters elsewhere in Ottawa. Photo by Diana Matthews.
Though several shoppers on Saturday afternoon attributed the popularity of the sweaters to irony and kitsch, not everyone was willing to shell out big dollars for the knitted monstrosities.
“Ridiculous. I wasn’t spending that much on a sweater for one party. It’s supposed to be something kitschy and something cheap,” said Andrew Tardiff, a shopper who was preparing early for an ugly Christmas sweater party coming up in three weeks.
“They go fast,” Tardiff laughed.
Tardiff had already come up empty-handed at St Vincent de Paul.
Other shoppers looking for the best sweater for the best deal are also taking to websites like Reddit, where an Ugly Christmas Sweater conversation page for Ottawa shoppers began last Tuesday and is still being updated. Those looking to make money on an old sweater are taking advantage of Kijiji, placing ads as early as the beginning of November.
The Winter Times has composed some useful guides for finding ugly sweaters across the city:
