Britain returns to thrifty domesticity

A revival of 1950s style domesticity has swept Britain due to the economic downturn. Consumers are applying a do-it-yourself attitude to all areas of daily life by making clothes, growing vegetables and dying their own hair.Sales of knitting and dressmaking equipment are powering ahead - knitting needles are up by 7 per cent and sewing machines by 34 per cent according to the department store chain John Lewis.

Meanwhile garden centres are reporting strong demand for fruit bushes - up 68 per cent last year - and hardware stores have brought out budget gardening tool ranges. Although the motivation for the return to the thrifty, homely appears to be money, the new habits may stay once the economic good times return, at least according to one expert.

"When the economy starts to recover people will have adopted old domestic skills which they will continue to use. The focus will be on sustainability; people will be more self sufficient," predicted Reshema White, of St Andrews University. One of the easiest ways for people to save money is to colour their hair at home rather than at the hairdresser.

Sales of hair-dying kits are up 17 per cent rise at Superdrug, while Sainsbury's is selling a third more hair dyes. "For the cost of one salon hair treatment you can colour your hair at home for an entire year - and still have change for hairspray," said Daniel Hadley, Superdrug's hair dye buyer.

A new generation of twenty and thirty- somethings are taking up hearth-side social activities such as knitting instead of going out. Knitting clubs are opening across the country, attracting young professionals who are keen to save cash. I Knit London have begun to run three times as many knitting classes for beginners as last year due to a sharp rise in demand.
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