Behind the scenes

Irons are out – young people prefer steamers

26.2.2025

Translation: Veronica Bielawski

Crease-free clothing is important to Generation Z. But in contrast to their parents and grandparents, Zoomers prefer steamers instead of irons – young women, in particular.

«Our generation has successfully done away with ironing!» Generation Z (and also many millennials) are celebrating their aversion to the iron and board on social media. It seems this chore, which their parents still considered an integral part of housework, is now on its way out.

But is that really true? Do young adults now take on the world in crinkled clothes? No, but...

Ironing is old school, steaming is new school

The younger generations also value wrinkle-free clothing, yet they iron less than their parents and grandparents, relying on steamers instead. Nearly half the steamers, reminiscent of a hair dryer, sold on Galaxus and Digitec in 2024 went to customers under the age of 35.

The numbers are quite different for irons, with four out of ten orders going to people over 45, and not even one in three to those under 34.

According to Daniela Sanzoni, responsible for the iron and steamer range at Galaxus and Digitec, social media is a contributing factor to the steamer’s popularity among the younger generation. «Many fashion and lifestyle bloggers showcase steamers as a must-have for a crease-free everyday life. This is particularly appealing to younger people,» she says. However, across all age groups, the iron is still ahead. «Six out of ten customers opt for classic irons. In 2022, it was seven out of ten. The iron’s lead is dwindling.»

The ironing board is here to stay

One advantage of steamers is that they allow you to de-crinkle your clothing anywhere, no ironing board needed – at least in theory. Galaxus’s sales figures show that many people, especially younger ones, continue to use a board alongside their steamer. In 2023, for the first time, the majority of ironing boards went out to people between the ages of 25 and 34 rather than 35 to 44. This trend continued in 2024 and is carrying over to 2025.

Women let off steam

Irons end up in men’s shopping carts more often, while steamers are more popular among women, with six out of ten orders going to female customers. According to Daniela, this has to do with the material of clothing. «Steamers are particularly handy for delicate fabrics such as silk, chiffon or lace, which are more common in women’s clothing. An iron is more suitable for sharp creases in suit pants or business shirts.» However, these sales figures don’t reveal who does the actual ironing.

But if you want a perfectly crease-free wardrobe, Daniela says you’re best off with both a steamer and iron.

Do you use an iron, steamer, both or neither? Which textiles do you insist on ironing? We look forward to reading your comments!

Header image: Shutterstock

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Tobias Heller

Communications Manager

Tobias.Heller@digitecgalaxus.ch

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