Hit show Splash! has prompted a leap in sales for skimpy swimwear, according to retailer Debenhams.
The firm says the show has encouraged people to have the confidence to dip their toe in the water for more revealing costumes.
One heat of the show saw a sales boost for swimwear of 58% the following day - despite a chill in the air - when viewers saw Caprice, Charlotte Jackson and Anthony Ogogo showing off their physiques in barely-there costumes.
The company says it has spotted an increase in the number of women opting for tight-fitting bikini-style swimwear, instead of one-piece suits, while men are favouring tiny briefs, known as "budgie smugglers".
Debenhams spokeswoman Helen Lacey said: "Everyone is determined to make a splash on the beaches this year.
"Many of the contestants on this TV show are proving to be an inspiration for millions of people with their skimpy, spangly swimwear.
"Because these celebs have had the courage to present themselves, in swimsuits, to the entire nation everyone is thinking, 'if they can do it, so can I'."