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 comfortable 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 active on the platform.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the Women's Sleepwear & Loungewear market in the US has been experiencing steady growth. The market size has been expanding as more women prioritize comfortable yet stylish sleep and lounge wear. Consumer demand changes have been notable, with a shift towards breathable fabrics, trendy designs, and versatile pieces that can be worn both for sleeping and lounging around the house. This growth trend is expected to continue as the lifestyle of consumers continues to evolve, with more time being spent at home.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/12 - 2025/01/18, the Women's Sleepwear & Loungewear category showed interesting sales performance. The GMV Gross Merchandise Volume for the category was $168.87 million, with a quarter-on-quarter growth rate GMV qoq of 11.24%. The sold count was 107,700, with a qoq growth of 14.65%. The top-selling products included items like the "Women's Contrast Lace Bow Front Split Backless Cami Nightdress" which had a sold count of 7,179 and a GMV of $68,800 with a 1.67% GMV qoq growth. Another popular product was the "Chicme Lace Trim Slit Bowknot Decor Sleep Dress" with 5,225 units sold and a GMV of $65,400 and a significant 24.08% GMV qoq growth. The popularity of these products can be attributed to their appealing designs, comfort features, and effective marketing on TikTok.

Brand Case Analysis of the Specific Category

Several brands and stores performed well in the Women's Sleepwear & Loungewear market on TikTok US during the specified week. For example, AVIDLOVE Boutique had a GMV of $174,700 with a 26.15% GMV qoq growth and a sold count of 9,027. They offered a variety of products and likely had effective marketing strategies to engage with their target audience. WAKE CLOTHING also had a notable performance with a GMV of $126,800 and a 16.63% GMV qoq growth, selling 6,659 units. Their success could be due to their brand image and the quality of their products. Another brand, Just Being Jordann, experienced an extraordinary 272.29% GMV qoq growth with a GMV of $81,100 and a sold count of 1,891. This could imply that they had a particularly successful marketing campaign or launched a highly sought-after product line during that week.

Conclusion

Overall, the Women's Sleepwear & Loungewear market on TikTok in the US during the week of 2025/01/12 - 2025/01/18 showed promising trends. The growth in GMV and sold count indicates a healthy market with increasing consumer interest. For cross-border merchants, it is advisable to focus on product design that combines comfort and style, as well as leveraging TikTok's marketing capabilities to showcase their products effectively. Looking ahead, the market is likely to continue growing as the demand for comfortable and trendy sleep and lounge wear remains high. Merchants should stay updated on the latest consumer trends and adapt their strategies accordingly to stay competitive in this dynamic market.