WestPoint Stevens Inc. We spend one-third of our lives between the sheets, but that doesn't make it any easier to buy them. Shopping in the complicated world of bed linens can leave consumers feeling as if they don't know a pillowcase from a sham. The right sheets can make the difference between a warm and cozy bed and one that makes us restless. Sheets can be with you for a long time. They can last 10 or 20 years depending on use and care.
Some people develop sentimental attachments to their sheets.
This can be especially true of women, Cwirko said. Although women will clean out their clothes closets and throw away old or faded garments, most won't part with the old sheets in the linen closet, she said. Bedsheets come in a staggering variety of sizes, fibers, weaves, colors and styles. It's a long way from the basic white cotton sheet of yesteryear that gave the January white sale its name. Although good sales on sheets can be found throughout the year, retailers still honor the white sale marketing strategy.