Introduction

The Costume Jewelry & Accessories market has been a significant part of the global consumer landscape. With the increasing focus on personal style and self-expression, these items have become highly sought-after. TikTok, especially 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 constantly looking for trendy and affordable accessories.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the Costume Jewelry & Accessories market in the US has been experiencing steady growth. The market size has been expanding as consumer demand for these items continues to rise. Consumers are increasingly looking for unique and fashionable pieces to complement their outfits. Changes in consumer demand have also been observed, with a growing preference for personalized and statement-making accessories. This trend is likely to continue, driven by the influence of social media and the desire for individuals to stand out in their appearance.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the Costume Jewelry & Accessories category showed interesting sales performance. The overall GMV Gross Merchandise Volume for the category was $187.25 million, with a quarter-on-quarter QoQ decrease of 11.76%. The sold count was 246,800, also experiencing a 11.2% QoQ decline. However, there were several top-selling products that contributed significantly to the category's sales.

For example, the "Daily Bible Verse Bracelet Yappy Bible Verse Christian Bracelet" had a sold count of 3,403 and a GMV of $46,800, with a 37% QoQ increase in GMV. Another popular item, the "Cute Cherry Design Keychain, Fashionable Alloy Keychain for Women & Girls, Trendy All-match & Exquisite Keychain for Birthday Gift", had a sold count of 2,434 and a GMV of $10,600, though it experienced a 30.31% QoQ decrease in GMV. The popularity of these products can be attributed to their appealing designs, target audience appeal, and effective marketing on TikTok.

Brand Case Analysis of the Specific Category

Several brands and stores in the Costume Jewelry & Accessories market on TikTok in the US performed well during the analyzed week.

EAMTI Jewellery had a GMV of $47,600 with a QoQ decrease of 16.83% and a sold count of 2,264. Yappy Bracelets, on the other hand, achieved a GMV of $47,500 with a significant 36.18% QoQ increase and a sold count of 3,453. Tewiky had a GMV of $41,100 with a 23.22% QoQ decrease and a sold count of 3,233.

These brands employed different strategies. Yappy Bracelets' success might be due to its engaging content on TikTok that resonated with the target audience, leading to increased sales. EAMTI Jewellery and Tewiky might need to analyze their marketing approaches further to reverse their QoQ decline trends and boost their sales figures.

Conclusion

Overall, the Costume Jewelry & Accessories market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 showed a mix of trends. While the category as a whole experienced some decline in GMV and sold count QoQ, there were individual products and brands that performed well. For cross-border merchants, it is crucial to focus on creating engaging TikTok content, understanding the target audience's preferences, and leveraging the platform's viral nature to drive sales. Looking ahead, the market is likely to continue evolving, with an increasing emphasis on personalized and trendy products. Merchants should stay updated on these trends to remain competitive in the dynamic TikTok marketplace.