Introduction

The DIY market has been witnessing significant growth in the global consumer landscape. Consumers are increasingly inclined towards creating personalized items, which has led to a surge in the demand for DIY products. TikTok, with its vast user base and engaging content format, has emerged as a powerful platform in the US to showcase and sell DIY products. Its unique features such as short videos and viral trends provide an excellent opportunity for DIY brands and merchants to reach a wider audience.

Category Market Overview

According to the latest data and information sourced from authoritative websites, the DIY market in the US has been expanding steadily. The market size has been on an upward trend, driven by the growing interest of consumers in hands-on crafting and home improvement projects. Consumer demand has also been evolving, with a preference for unique and customizable DIY kits. For instance, the popularity of jewelry making kits and art supplies for DIY projects has been on the rise. This shift in demand is attributed to the desire of consumers to express their creativity and add a personal touch to their belongings.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the DIY category showed interesting sales patterns. The total GMV for the DIY category was $450,600, with a quarter-on-quarter QoQ decrease of 14.61%. The sold count was 39,900, which also experienced a QoQ decline of 9.44%. However, some products stood out in terms of sales.

The DIY Jewelry Making Kit, 66pcs Unicorn & Mermaid Charm Beaded Bracelet was a top-selling product with 941 units sold, generating a GMV of $7,319.15 and a remarkable QoQ growth of 72.07%. Its popularity can be attributed to its appeal as a creative gift option, especially for occasions like Valentine's Day. Another popular product was the Educational Cute Cartoon Magic Water Drawing Mat, which sold 807 units with a GMV of $12,100 and a QoQ growth of 20.97%. Its suitability as a birthday or Valentine's Day gift likely contributed to its success.

Brand Case Analysis of the Specific Category

Several brands performed well in the DIY market on TikTok during the specified week.

Bling US had a GMV of $18,800 with a QoQ decrease of 16.13% and sold 1,645 units. Their product range and marketing strategies might need some adjustments to reverse the downward trend. On the other hand, AKEYDIY Jumping Joy achieved a GMV of $17,100 with a QoQ growth of 9.13% despite selling only 98 units. Their focus on quality products and effective use of video bloggers with 16 video bloggers associated might have contributed to their success. Ritahome shop also had a good performance with a GMV of $15,500 and a QoQ growth of 18.14%, selling 696 units. Their consistent product offerings and customer satisfaction could be the key factors behind their growth.

Conclusion

Overall, the DIY market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 had its share of challenges and opportunities. The decline in overall GMV and sold count QoQ indicates the need for merchants to innovate and adapt their marketing strategies. However, the success of certain products and brands shows that there is still a significant demand for unique and appealing DIY products.

For cross-border merchants, it is recommended to focus on product differentiation, leveraging TikTok's viral trends to showcase products, and collaborating with video bloggers to increase brand visibility. Looking ahead, the DIY market on TikTok in the US is expected to continue evolving, with an increasing emphasis on sustainable and eco-friendly DIY options, as well as more interactive and engaging DIY experiences for consumers.