Introduction

In the global consumer landscape, the Household Textiles market holds significant importance. It encompasses a wide range of products that are essential for home decor and comfort. With the increasing focus on home improvement and aesthetics, the demand for household textiles has been on a steady rise. TikTok, in the US region, has emerged as a unique platform with its vast user base and engaging content format. It provides an excellent opportunity for brands and merchants in the Household Textiles category to showcase their products and reach a large audience.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the Household Textiles market in the US is substantial in size. Over the years, it has witnessed consistent growth trends, driven by factors such as changing consumer lifestyles, increasing disposable income, and a growing emphasis on home decor. Consumer demand in this category has also evolved, with a preference for products that are not only functional but also stylish and of high quality. For instance, there has been a surge in the demand for decorative rugs, curtains, and sofa covers that can enhance the overall look of a living space.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the sales performance of Household Textiles presented various patterns. The GMV Gross Merchandise Volume for the category was $888,700. However, it experienced a significant quarter-on-quarter QoQ decline of 30.66%. The sold count was 28,100, with a QoQ decrease of 22.1%.

Looking at the top-selling products, the "Cruel Winter Fluffy Rug, 1 Count Tie Dye Soft Floor Mat for Room Decor" had a sold count of 2,515 and a GMV of $46,000, but it also faced a QoQ decline of 46.18%. The "GENIMO Non Slip Area Rug for Living Room" sold 1,351 units with a GMV of $138,900 and a QoQ decline of 24.76%. The popularity of these products can be attributed to their functionality and aesthetic appeal. For example, the fluffy rug offers both warmth and a decorative touch, while the non-slip area rug is practical for high-traffic areas in the home.

Brand Case Analysis of the Specific Category

Several brands stood out in the Household Textiles market on TikTok during the specified week.

GENIMO had a GMV of $161,500 with a QoQ decline of 24.46% and a sold count of 1,757. They offered a variety of products, and their success can be partly attributed to their product quality and marketing strategies on the platform. For example, they likely showcased their non-slip area rugs in engaging TikTok videos that demonstrated their practicality and style.

Yem home had a GMV of $84,100 and a QoQ decline of 28.2% with a sold count of 2,853. Their wide range of products and ability to target different consumer segments might have contributed to their performance, although they also faced challenges in maintaining growth.

Inovaday had a GMV of $48,700 with a relatively small QoQ decline of 2.31% and a sold count of 1,033. Their focus on quality products like blackout curtains and effective marketing through TikTok videos could have been key factors in their relatively stable performance.

Conclusion

Overall, the Household Textiles market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 showed a mixed picture. While there were some top-selling products and successful brands, the category as a whole faced challenges with declining GMV and sold counts QoQ. For cross-border merchants looking to enter or expand in this market, it is crucial to focus on product quality, functionality, and aesthetic appeal. They should also leverage TikTok's unique features to create engaging content that showcases their products effectively. Looking ahead, the market is likely to continue evolving, with potential for growth as consumer demand for home decor and comfort remains strong. However, merchants will need to adapt to changing trends and competition to succeed in this dynamic marketplace.