Gouws, LeonéDiedericks, LizetteVan Niekerk, Karin2025-03-282025-03-282024-11Gouws, L., Diedericks, L. & Van Niekerk, K. 2024, 'Unveiling the unseen struggle : underpants shopping for children with sensory hyperreactivity', Journal of Consumer Sciences, vol. 1, pp. 155-166, doi : 10.4314/jfecs.v1i1.271171.3078-4050 (online)10.4314/jfecs.v1i1.271171http://hdl.handle.net/2263/101806Many people, specifically children, experience sensory hyperreactivity. This entails an oversensitivity to sensory input, such as tactile sensitivity. It is prone to coincide with developmental disorders such as Autism Spectrum Disorder (ASD) and attentiondeficit/hyperactivity disorder (ADHD). Often, clothing, especially underwear, as the first layer next to the skin, irritates and can trigger fight-or-flight reactions such as tantrums and meltdowns. This places a lot of pressure on a parent to select the most appropriate items when shopping for clothing. The focus of this study was specifically on the perceived risks parents associate with purchasing underpants. The study was qualitative, and eleven parents of children with sensory hyperreactivity were individually interviewed. The parents' difficulties were categorised into four types of perceived risk: functional, time and effort, financial, and social risk. This article presents recommendations for retailers to enable inclusive retailing and to sensitise retailers to be more cognisant of vulnerable consumers.en© The Author(s) 2024. Open Access. This article is licensed under a Creative Commons Attribution 4.0 International License.Consumer decision-makingClothing retailingPerceived riskSensory hyperreactivityUnderpantsUnderwearSDG-03: Good health and well-beingSDG-10: Reduced inequalitiesAutism spectrum disorder (ASD)Attention deficit hyperactivity disorder (ADHD)Article