Unveiling the unseen struggle: underpants shopping for children with sensory hyperreactivity

Abstract

Many people, specifically children, struggle with sensory hyperreactivity. This condition entails an over-sensitivity to sensory input, such as tactile sensitivity. It is prone to coincide with developmental disorders such as Autism Spectrum Disorder (ASD) and attention-deficit/hyperactivity disorder (ADHD). Often, clothing, especially underwear, as the first layer next to the skin, irritates and can trigger fight-or-flight reactions such as tantrums and meltdowns. This places a lot of pressure on a parent to select the most appropriate items when shopping for clothing. The focus of this study was specifically on the perceived risks parents associate with purchasing underpants. The study was qualitative, and eleven parents of children with sensory hyperreactivity were interviewed individually. The parents' difficulties were categorised into four types of perceived risk: functional, time & effort, financial and social risk. This article presents recommendations for retailers to enable inclusive retailing and sensitising retailers to be more cognisant of vulnerable consumers.