National Underwear Day

National Underwear Day lands on August 5 each year, and while the concept might sound like a novelty, the holiday has real roots in the U.S. retail world. It was launched in 2003 by Freshpair, an American online underwear retailer, as a body positivity campaign. August was chosen specifically because it’s one of the more common times of year for people to restock their underwear drawers.

That timing lines up with a business that moves serious money. The U.S. underwear market generated close to $6 billion in revenue in 2025, according to Statista, with per-person spending in the category averaging around $17 for the year. The market is projected to expand by roughly 2.8 to 2.9 percent annually through the end of the decade.

Buying habits vary quite a bit by gender and generation. A 2020 survey by Hunk USA found that about 36 percent of American men replace their underwear at least once every three months, a pace that’s faster than the six-to-twelve-month replacement window many retailers and hygiene experts recommend. On the style side, data from The NPD Group shows boxer briefs have become the dominant choice among American men, capturing 64 percent of dollar sales in the men’s underwear category as of 2020.

For retailers, National Underwear Day has turned into a marketing opportunity. Underwear brands and department stores commonly use the day to run sales, limited-time discounts, or bundle promotions, particularly online, where much of the category’s growth has been concentrated in recent years.

So if your own drawer is overdue for a refresh, August 5 is great excuse to check what’s on sale.