GLP-1 users are gearing up for a major wardrobe overhaul this Black Friday and Cyber Monday. A new Sunlight.com survey of 1,500 U.S. adults finds that GLP-1 users plan to spend more than twice as much on clothing as non-users this Black Friday, as most have closets full of clothes that no longer fit them.
Key Findings:
- GLP-1 users plan to spend an average of $350 on clothing, compared to $150 for non-GLP-1 users.
- 62% of GLP-1 users report that most or all of their clothes no longer fit.
- Two-thirds (67%) say they enjoy clothes shopping more since taking a GLP-1 medication.
- 60% of GLP-1 users are willing to spend more for quality or brand-name clothing.
- 72% of shoppers prefer to buy from brands that promote body inclusivity.
GLP-1 Users Will Spend 2x More Than Non-Users On Clothes This Black Friday
On Black Friday, GLP-1 users plan to spend an average of $350 on clothing, compared to $150 for non-GLP-1 users.
Nearly one in five (17%) GLP-1 users plan to spend $500 or more on clothing, compared to just 5% of non-users. Among those who’ve lost 50 pounds or more, the desire for new clothes is even stronger. About 40% expect to spend at least $500.
GLP-1 users are also significantly more likely to be increasing their spending compared to previous Black Fridays. Thirty-nine percent say they’ll spend more this year, versus 20% of non-users.
6 in 10 GLP-1 Users Say Most of Their Wardrobe No Longer Fits
With 62% of GLP-1 users saying most or all of their clothes no longer fit, it’s no surprise that many are ready to refresh their wardrobes. In fact, 60% say they prefer shopping with brands that offer trade-in or resale programs, suggesting they’re seeking both style and sustainability as they rebuild their closets.
When it comes to how they’ll shop, most GLP-1 users are taking a hybrid approach: 65% will shop both online and in-store, while 22% plan to shop online only, and 12% will shop exclusively in-person. Non-users show a similar but slightly less omnichannel pattern (58% mix, 29% online-only, 13% in-store only).
GLP-1 users are most likely to buy jeans or pants (69%), shoes (67%), jackets or coats (54%), activewear (51%), tops (45%), and intimates (36%).
“GLP-1s aren’t an overnight fix, but they often help patients lose weight faster and finally see results they haven’t seen in years,” says Dr. Angela Tran. “This creates a wave of momentum, with newfound confidence, changes in self-image, and visible transformation, especially after hitting that first 10-pound milestone. Naturally, the next motivation is to find clothes that make them feel good. Many realize they no longer fit into their old wardrobe, and their confidence and happiness with the results inspire them to refresh their entire style. Black Friday is the perfect time for that shift, not just picking a few new pieces but rebuilding a wardrobe that matches who they’ve become.”
2 in 3 GLP-1 Users Find Shopping More Enjoyable Now
Before starting the medication, 37% of GLP-1 users say shopping was stressful or made them feel self-conscious. Now, 67% say they enjoy it more.
A striking 79% say they feel more confident in their clothing choices, and 70% report enjoying expressing their style more than before.
GLP-1 users wrote in why they enjoy clothes shopping more now:
- “I can shop for smaller sizes and have more options.”
- “I look better in what I wear now.”
- “It’s easier to find styles that fit my body.”
- “I enjoy buying more form-fitting items.”
- “Trying on clothes is less stressful.”
- “I’m excited to try new brands and trends.”
- “Almost everything fits now.”
- “Shopping feels celebratory after weight loss.”
GLP-1 Users Are Exploring New Brands
Many GLP-1 users are investing in their wardrobes. Nearly 8 in 10 (79%) feel more confident in their clothing choices, 70% say they enjoy expressing their style more, 60% are willing to spend more on quality or brand-name items, and 64% plan to shop brands they hadn’t bought from before.
This shift in mindset is showing up in their brand preferences. GLP-1 users plan to shop at Nike, Adidas, Levi’s, American Eagle, Old Navy, H&M, Lululemon, Victoria’s Secret, Gap, and Under Armour this Black Friday/Cyber Monday.
“There is a definite positive shift in self-perception, especially for patients on GLP-1s who aren’t just losing a few pounds here and there, but 5% to more than 15% of their body weight with the help of these medical weight loss injections. Many begin to see themselves differently in the mirror. Updating their wardrobe becomes a natural next step in enhancing the positive emotions they’re feeling about themselves,” says Dr. Tran.
7 in 10 Shoppers Prefer Brands That Promote Body Inclusivity
Across all shoppers, not just GLP-1 users, 72% say body inclusivity is important when deciding where to buy clothes. An even greater 76% value seeing diverse body types in advertising, and 49% say they would be more loyal to brands that promote body diversity.
The trend extends beyond size representation. Eighty-three percent of shoppers favor brands that align with their personal values, while nearly a one-quarter (23%) have avoided brands they view as exclusionary.
“I believe there’s a growing demand for new clothing as more people experience weight loss and body changes from GLP-1 use. Fitness apparel brands, since people who lose weight often become more active, and companies specializing in professional wear, as confidence rises among those who’ve lost significant amounts of weight, are likely to see the most growth. Stylists may also become more popular, since many GLP-1 users are unsure how to dress for their new bodies but are enthusiastic and ready to invest in a wardrobe that reflects their transformation,” says Dr. Tran.
Methodology
This survey was conducted by Sunlight.com in 2025 among a random sample of 1,500 U.S. adults using an online polling platform. Among them, 356 respondents reported current or recent use of a GLP-1 medication. All GLP-1 figures represent combined data from current and recent users.