Sheet Dreams

Those in the know look for sheets made from Egyptian cotton, as its longer fibers produce softer, finer threads.

Unless the label says 100% Egyptian cotton, the bedding is probably made from a blend of cottons, including lesser-quality fibers. Combed cotton is another indicator of quality, as combing produces stronger, finer threads.

And beware of thread-count inflation -- multiple plies of cotton can be twisted into a single strand, and some manufacturers count each ply as a thread. For example, 250 four-ply threads might be represented as 1,000 threads per inch.

Secular points out that the denser weave of a high-thread-count sheet will make it hotter to sleep in. People who have to sleep with the windows open year-round are likely to be happier with a lower thread count than those who are always cold at night.

Finally, percale sheets typically have a lower thread count and a matte finish and are cooler for sleepers; sateen fabrics usually have a tighter weave and a shiny appearance and are warmer.

Blanket Appeal

A taste for fine sheets isn't gender-specific.

"You'd be surprised at how many men are more into it than women," Secular reveals.

Although the Nancy Koltes store stocks a men's collection, featuring colors including gray and smoky blue, its biggest seller across the board is its Foglia line, decorated with vines, flowers and leaves. Whitney says that the Foglia pattern is "on the traditional side but can be made more contemporary. All types of customers buy them."

Sheets at Koltes range from $188 to $2,400 for a four-piece set. "If you want to be productive, don't get in these sheets," Whitney cautions. "You'll never want to leave them."

Some ABC shoppers even ask for organic bedding, Berk notes.

"When you're sleeping in a bed, your nose is on the sheets, so purity is important. They're not just looking for plain organic sheets -- they're getting organic sheets with a lot of style: pure, chemical-free sheets with a wide variety of aesthetic influences from around the world."