Man and girlfriend relaxing at the beach

Hammocks are suddenly trendy, thanks to Millennials

By Rieva Lesonsky

Last year my significant other’s then-15-year old grandson surprised us by asking for a hammock for Christmas. Though puzzled with the request, we were all too happy to comply and found one online that he loved.

Apparently, Sawyer is not alone in his love of hammocks. According to Advertising Age, “millennials are hung up on hammocks.” According to the magazine, market research firm NPD Group says hammock sales for the 12 months ending March 2016 were up “a whopping 30 percent,” nearing $54 million. Overall, hammock sales have doubled since 2014.

Of course, these are not your grandfather’s hammocks. Ad Age reports the loungers now come in “new designs in cool materials,” likely one reason they’re so popular with Millennials. Another reason Millennials love them: The lounging swings aren’t just a product; they represent an “experience.” Matt Powell, a sports industry analyst for NPD Group, told Ad Age, “Millennials are looking for products they can share with their friends that they can turn into an experience. Hammocking [yes, it’s a verb] is a way of hanging out.”

Sports/outdoors and home décor retailers, both brick-and-mortar and online, are seeing record sales from the hammock—and home furnishings site Wayfair trends forecaster Alex Bowman told Ad Age hammocks are even becoming popular indoor seating options.