Asda benefits from Fifty Shades of Grey effect

Asda's maternity clothes have benefited from the Fifty Shades of Grey films, after the UK retailer has seen a growth in the number of women buying maternity wear sold at its supermarkets.

Maternitywear sales have risen 170 percent compared to last year, while other baby products are also “unusually high in comparison to 2014”, according to the Wal-Mart-owned business.

The phenomenon, dubbed the ‘Greyby Boom’ by Asda, had seen sales of maternity jeans between April to July more than double on 2014. Since the film's release, searches for 'Maternity' on the retailer’s website have topped 500,000.

A spokesman for Asda said: “50 Shades Of Grey was the film that got everyone talking and now it looks like it could be at the heart of a baby boom too. Sudden spikes in particular ranges suggest that there is much higher demand than usual.

Meanwhile the movie sequel 'Fifty Shades Darker' will premiere in February 2017. You have been warned.