According to the latest survey data from NPD, socks have replaced T-shirts as the preferred category of clothing for American consumers in the past two years. In 2020-2021, 1 in 5 pieces of clothing purchased by US consumers will be socks, and socks will account for 20% of sales in the clothing category.
The report analyzed that this trend was caused by the epidemic at home. Nearly 70 percent of U.S. adults wear socks at home because of prolonged work and living from home due to the pandemic. In the U.S., a stratified analysis by gender, age, and region found that men, older age groups, and Northeast residents had higher proportions of wearing socks at home. Even in the warmer parts of the United States, nearly 60 percent of residents wear socks at home.
Breaking down the sock category market, sleep socks grew strongly. While this category only accounts for 3% of the hosiery market, consumer spending on sleep socks has increased by 21% over the past four years, a growth rate that is 4 times that of the overall hosiery category. Sleep socks attract consumers with their plush texture, loose and comfortable skin-friendly features. On Amazon, sleep socks sell well, and many sleep socks have more than 10,000 reviews, which are favored by many American consumers.
In addition, on Amazon's US site, sales of almost every men's socks have exceeded 10,000. Solid color socks and socks are popular among American men, not only with high ratings, but also with excellent sales performance. One of the solid color men's socks has more than 160,000 comments.
At the same time, calf socks (socks that are just as long as the knee) have also become a high-demand sock product for American women. On Amazon, there are more than 30,000 reviews of calf socks in one store alone. Various styles of mid-tube socks have also attracted the attention of American female consumers, but the sales performance of men's mid-tube socks is still better than that of women's mid-tube socks.
The rapid growth of socks may also be attributed to the explosion of e-commerce, NPD noted. Because of their low prices, socks are easily billed as a make-up item when customers are just a few dollars short of free shipping.
NPD apparel industry analyst Maria Rugolo said that because socks are high-frequency consumption products, their "renewal" speed is also very fast, and the use cycle is only a few months, so the replenishment cycle will remain high, and consumer demand will continue to rise. high.
Data research predicts that the global sales of socks category will reach 22.8 billion US dollars in 2022, and the sales of this market are expected to continue to grow at a compound annual growth rate of 3.3% during the period 2022-2026. The increase in the frequency of staying at home and the further surge in demand, socks, as a favorable product in the clothing category, are expected to bring new blue ocean business opportunities for cross-border clothing sellers.
Post time: Sep-23-2022