Western-style searches soar at Debenhams as Beyoncé’s ‘Cowboy Carter’ tour hits town

The arrival of Beyoncé’s Cowboy Carter tour in the UK has sparked a surge in demand across Debenhams Group’s retail brands, including PrettyLittleThing, Nasty Gal and Boohoo, for western-themed fashion items.

PrettyLittleThing saw a 617% increase in searches for ‘cowboy jackets’ in May, while Boohoo recorded a 166% increase in denim top sales last month.

The ‘Cowboy Core’ trend also saw ‘sequins’ topping searches at Nasty Gal last week, shortly followed by ‘western’ and ‘cowboy’.

Sales for ‘chocolate calf high western boots’ were up 268% last month at PrettyLittleThing, while over the last week the retailer also saw a 72% increase in sales of its ‘Black Chain Buckle Festival Cowboy Hat’.

Meanwhile, Boohoo saw a 40% month-on-month uplift in searches for ‘jorts’ (jean shorts), suede jacket sales jumped by 271% and sales of cowboy-themed T-shirts rose by 33%.

Beyoncé fans are also “choosing to rock rhinestones and denim”, as the US singer returns to North London (at Tottenham Hotspur Stadium) today for the first time since her sell-out ‘Renaissance’ world tour in 2023.

Dan Finley, CEO of Debenhams Group, said: “Beyoncé’s Cowboy Carter tour is proving to be a powerful cultural catalyst, reshaping style trends almost overnight.

“Customers are moving from inspiration to purchase faster than ever – trading typical staples for cowboy boots and denim as western fashion takes centre stage.

“It’s a clear sign of how swiftly cultural movements translate into retail trends and why agility, relevance, and the ability to respond at speed are essential to modern retail.”

The data comes as Debenhams Group continues to roll out its marketplace model across its brands, “utilising cutting-edge technology to make it easier for customers to shop the brands they love”.