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 provides a vast reach and an engaging environment for brands and merchants to showcase their products, making it an ideal place to tap into the growing market of women's sleepwear and loungewear.

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 clothing for their at-home time. Consumer demand changes have been notable, with a shift towards more breathable fabrics, trendy designs, and versatile pieces that can be worn both for sleeping and lounging around the house. This trend is further fueled by the influence of social media and online shopping, where consumers are exposed to a wide range of options and can easily make purchases.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/02/02 - 2025/02/08, the sales performance of Women's Sleepwear & Loungewear showed interesting patterns. The total GMV Gross Merchandise Volume for this category was $728,700. However, it experienced a significant quarter-on-quarter QoQ decline of -48.49%. The sold count was 45,700, also with a QoQ decrease of -49.91%.

Looking at the top-selling products, we have items like the "Chicme Lace Trim Slit Bowknot Decor Sleep Dress" which sold 3,645 units with a GMV of $37,300 and a QoQ growth of 8.56%. The "Ladies' Sexy Ruffle Trim Cami Nightdress & Bow Decor Panty Set, Comfortable Playful Floral Lace See Through Sleepwear Set" sold 3,165 units with a GMV of $19,000 and a remarkable QoQ growth of 33.71%. These products' popularity can be attributed to their appealing designs, which combine both sexiness and comfort, making them attractive to a wide range of consumers on TikTok.

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 had a GMV of $99,400 with a QoQ decline of -16.7% and sold 5,205 units. Their average price was $19.11, and they had a sold count ratio of 13.65%. They likely maintained their sales through their established brand reputation and a diverse range of products that appeal to different consumer preferences.

Showitty also performed well with a GMV of $31,500 and a significant QoQ growth of 49.54%. They sold 1,007 units with an average price of $31.25. Their success might be due to their focus on specific product lines that have gained popularity on TikTok, such as their plus-size pajama pants which had a high GMV and sold count.

Conclusion

Overall, the Women's Sleepwear & Loungewear market on TikTok in the US during the analyzed week had its challenges with a decline in GMV and sold count QoQ. However, certain products and brands still managed to achieve growth. For cross-border merchants, it is advisable to focus on product designs that are both trendy and comfortable, leveraging the power of TikTok's visual and engaging platform to showcase their products. Future market development trends may see a continued emphasis on sustainable and comfortable fabrics, as well as more personalized and unique designs to stand out in the competitive market.