Introduction

The global market for Women's Sleepwear & Loungewear has been witnessing significant growth, driven by the increasing focus on comfort and style in home wear. In the US consumer landscape, this category has become a prominent segment. TikTok, with its vast user base and engaging content format, offers unique advantages for promoting and selling products in this category. It provides a platform for brands and merchants to showcase their offerings in an innovative and interactive way, reaching a wide range of potential customers.

Category Market Overview

According to the latest data and information sourced from authoritative websites, the Women's Sleepwear & Loungewear market in the US has been expanding steadily. The market size has seen a consistent growth trend, fueled by changing consumer demands. Consumers are now seeking not only comfort but also trendy and fashionable sleepwear and loungewear options. This shift in 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

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the Women's Sleepwear & Loungewear category had a Gross Merchandise Volume GMV of $151.81 million. However, it experienced a quarter-on-quarter QoQ decline of 35.74%. The sold count was 94,000, with a QoQ decrease of 24.87%. Among 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 decline of 11.92%. The "Women's Bow Decor Contrast Lace Cami Nightdress Sleep Dress & Thong Set" sold 5,148 units with a GMV of $47,600 and a remarkable QoQ growth of 174.78%. The popularity of these products can be attributed to their stylish 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 during the specified week. For example, AVIDLOVE Boutique had a GMV of $138,500 with a QoQ growth of 16.24% and a sold count of 7,145. Their success could be due to their unique product offerings and effective marketing strategies. dreamdarling also had a strong performance with a GMV of $135,500 and a QoQ growth of 26.46% and a sold count of 12,700. They likely capitalized on engaging content and targeted marketing to attract customers. On the other hand, WAKE CLOTHING had a GMV of $108,700 but experienced a QoQ decline of 47.8% with a sold count of 5,509, indicating possible challenges in their marketing or product positioning.

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, others faced declines. For cross-border merchants, it is crucial to focus on product design that combines comfort and style, create engaging TikTok content to showcase products, and closely monitor market trends. Looking ahead, the market is likely to continue evolving, with an increasing emphasis on sustainable and innovative sleepwear and loungewear options.