Over time, retailers have learned to capitalize on people’s search for the perfect birthday outfit. Websites like Princess Polly, Beautiful little thingand Lulus are now incorporating birthday categories into their selections, often with dresses and ensembles that are sparkly, voluminous or skinless. “We believe that finding the right dress is all about showcasing your personal style and making a statement on your special day,” says Leigh Chesterman, trend director at Princess Polly. “The section is truly a one-stop shop, designed to not only excite our customers, but also inspire and help them put together top-to-toe looks for any kind of birthday celebration.” Pretty Little Thing also created a birthday departmentwhich Chris Parnell, the company’s head of design, says is specifically aimed at customers looking for something to wear on the 21st. For both sites, the initiative to create a targeted birthday space came from a noticeable increase in searches for these types of dresses, which on Google Trends reflects an increase since pandemic restrictions were lifted.