Introduction

In the global consumer landscape, the Women's Sleepwear & Loungewear market has been gaining significant importance. With the increasing focus on comfort and style in home wear, consumers are constantly seeking trendy and cozy options. TikTok, in the US region, has emerged as a powerful platform with unique advantages. It allows brands and merchants to showcase their products in an engaging and viral manner, reaching a vast audience of potential customers who are actively looking for new fashion finds in the sleepwear and loungewear category.

Category Market Overview

The Women's Sleepwear & Loungewear market in the US has witnessed steady growth over the years. According to authoritative websites and media outlets, the market size has been expanding as consumers' demand for quality sleepwear and loungewear rises. The growth trends indicate a shift towards more fashionable and functional designs. Consumers are now not only looking for comfort but also for pieces that can be stylish enough to be worn during casual outings or while working from home. This change in consumer demand has led to an influx of new products and brands in the market, creating a highly competitive landscape.

Sales Situation of the Specific Category

Analyzing the sales performance of Women's Sleepwear & Loungewear on TikTok Shop in the US for the week of 2025/01/05 - 2025/01/11, we observe some interesting patterns. The overall GMV Gross Merchandise Volume for the category was $151.81 million, with a quarter-on-quarter QoQ decrease of 35.74%. The sold count was 94,000, showing a QoQ decline of 24.87%.

Looking at the top-selling products, the "Women's Contrast Lace Bow Front Split Backless Cami Nightdress" had a sold count of 5,488 and a GMV of $67,700 with a QoQ decrease of 11.92%. Another popular item, the "Women's Bow Decor Contrast Lace Cami Nightdress Sleep Dress & Thong Set" had 5,148 units sold and a GMV of $47,600 with a remarkable QoQ increase of 174.78%. The popularity of these products can be attributed to their stylish designs, comfortable fabrics, and their appeal as Valentine's Day gifts, as many of them were marketed with this occasion in mind.

Brand Case Analysis of the Specific Category

Among the top-performing brands in the Women's Sleepwear & Loungewear market on TikTok US during this period, AVIDLOVE Boutique stands out. It had a GMV of $138,500 with a QoQ increase of 16.24% and a sold count of 7,145. The brand's success can be attributed to its wide range of products that cater to different tastes and sizes, along with its effective marketing strategies on TikTok. They likely utilized engaging video content featuring their products being worn in comfortable and stylish settings, which attracted a significant number of customers.

Another notable brand is dreamdarling, which achieved a GMV of $135,500 with a QoQ increase of 26.46% and a sold count of 12,700. Their high sales could be due to their focus on trendy designs and affordable prices, making their products accessible to a larger customer base. They might have also collaborated with popular video bloggers to showcase their products, increasing their visibility on the platform.

Conclusion

Overall, the Women's Sleepwear & Loungewear market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 showed a mixed performance. While some brands and products experienced growth, the category as a whole faced a decline in GMV and sold count QoQ. For cross-border merchants, it is crucial to focus on product design that combines comfort and style, target marketing towards relevant occasions like Valentine's Day, and collaborate with popular video bloggers to increase brand visibility. Looking ahead, the market is expected to continue evolving, with an increasing emphasis on sustainable and inclusive designs, as well as more personalized marketing strategies to meet the diverse needs of consumers.