The US sleepwear market size is projected to reach US$ 15.05 billion by 2031 from US$ 9.65 billion in 2023. The market is expected to register a CAGR of 5.7% during 2023–2031. As comfortable yet stylish ensembles are marking the beginning of a new trend in the US, clothing brands are focusing on providing comfortable outfits in the US sleepwear market
Oversized clothing is a popular type of sleepwear in the US, as it follows the trend of comfortable fashion. A few of the major clothing companies, such as VF Corp and Reformation, offer clothes with warm-weather styles with Tencel fibers. Effective direct endorsements, collaborations, and brand ambassadors of sleepwear brands help boost sales as well as differentiate a brand from competitors. Moreover, many companies offer product promotion codes and discounts to increase sales. Thus, most customers in the US shop or buy apparel through online channels.
The COVID-19 pandemic led to lifestyle changes; as people experienced a shift toward remote work, the demand for comfortable clothing and sleepwear also grew. Sleepwear tops are made with breathable and soft fabrics such as cotton, satin, and silk that are gentle on the skin. Many companies offer promotion codes and discounts on products to increase sales, which are easily available in various stores. In August 2023, Macy’s partnered with Gap to launch exclusive sleepwear, which was available at supermarkets, company websites, and e-commerce mobile apps. Manufacturers mainly use light and subtle colors with minimal prints for top wear that complement the relaxing mood. Despite the high price tags, consumers willingly buy premium products that are gentle on the skin and provide maximum comfort. In 2023, Daniel Patrick, a high-end athletic streetwear designer, collaborated with Nissan to launch a limited line of performance-oriented sleepwear.
Marketing strategies such as brand endorsement by celebrities and social media influencers help in leveraging the credibility and reach of well-known influencers and celebrities to boost brand awareness, drive sales, and create a strong market presence. As celebrities and influencers have a large follower base, they provide brands with extensive visibility. In December 2022, Lake Pajamas, a lifestyle apparel brand, introduced a two-piece collection of its signature style, which was endorsed by Jacey Duprie, an Instagram influencer. The collection launched in collaboration with Duprie’s fashion brand, Wyeth, as part of the company’s debut collection.
In the past few years, customers in the US, particularly Gen Z adults, have adopted several fashion trends. Social media and influencer marketing are luring Gen Z adults into novel fashion trends. In 2023, Lake Pajamas introduced a partnership with influencer Blair Eadie to design a 16-piece collection. Similarly, in 2023, Jennifer Garner’s (American actress) brand—Once Upon a Farm—collaborated with Little Sleepies, a sleepwear company, and launched the latter company’s signature cozy pajamas and accessories. Therefore, the increasing brand endorsements by celebrities and social media influencers fuel the US sleepwear market growth.
The emergence of e-commerce has transformed the way people shop and purchase apparel. The surge in penetration of the Internet and smartphones, increased purchasing power, quick access to emerging technologies, and convenience provided by online retail shopping platforms are among the major factors bolstering the e-commerce industry. According to the US Department of Commerce Retail Indicator Division, e-commerce sales in the US reached US$ 870 billion in 2021, up by 14.2% from 2020. As per the US Census Bureau of the Department of Commerce, the estimate of US retail e-commerce sales for the first quarter of 2024, adjusted for seasonal variation, was US$ 289.2 billion, an increase of 2.1% from the fourth quarter of 2023. With the rise in the e-commerce sector, the preference for online platforms is also growing.
Online channels provide a platform for brand awareness, product information, marketing, and showcasing product portfolios. Online channels such as e-commerce websites and social media platforms allow major companies to reach a broad consumer base. It offers consumers distinct sleepwear choices in terms of brands, fabric, designs, and styles, catering to the customer base of different regions. Online sales allow companies to streamline the distribution of products and adjust inventory levels based on product demand data. This further allows key manufacturers to understand region-wise consumer preferences and optimize product offerings. The proliferation of mobile applications has facilitated shopping on the go, making it convenient for consumers to purchase sleepwear anytime and anywhere. Online sales generate valuable data on consumer behavior and preferences as well as trends, enabling brands to tailor their offerings and marketing strategies. Thus, the rising apparel sales through online channels are expected to provide lucrative opportunities for the US sleepwear market growth during the forecast period.
Key segments that contributed to the derivation of the US sleepwear market analysis are product type, end user, and distribution channel.
In terms of distribution channels, the US sleepwear market is segmented into supermarkets and hypermarkets, specialty stores, online retail, and others. In 2023, the specialty stores segment dominated the market.
The regional scope of the US sleepwear market report is mainly divided into Northeast, Southwest, West, Southeast, and Midwest.
In 2023, the West region held the largest share of the US sleepwear market and is projected to continue its dominance during the forecast period. As per the United States Census Bureau report released in December 2022, the West is the most urban region in the country, with 88.9% of its population residing in urban areas. According to the Bureau of Economic Analysis, the personal consumption expenditure for clothing and footwear in California grew from US$ 69,679 million in 2021 to US$ 76,923.8 million in 2022. The West Coast, particularly California, experiences mild climatic conditions affecting the demand for versatile and comfortable sleepwear. Consumers living in cities such as Los Angeles and San Francisco are early adopters of new trends and value sustainability and ethical production in their purchasing decisions. This is positively influencing the demand for trendy, eco-friendly, and innovative sleepwear.
| Report Attribute | Details |
|---|---|
| Market size in 2023 | US$ 9.65 Billion |
| Market Size by 2031 | US$ 15.05 Billion |
| Global CAGR (2023 - 2031) | 5.7% |
| Historical Data | 2021-2022 |
| Forecast period | 2024-2031 |
| Segments Covered |
By Product Type
|
| Regions and Countries Covered | North America
|
| Market leaders and key company profiles |
The US sleepwear market is evaluated by gathering qualitative and quantitative data post primary and secondary research, which includes important corporate publications, association data, and databases. A few of the developments in the US sleepwear market are listed below:
The “US Sleepwear Market Size and Forecast (2021–2031)” report provides a detailed analysis of the market covering below areas:
The List of Companies - US Sleepwear Market
The adoption of sustainable fabrics in sleepwear production is expected to emerge as a future trend in the market.
The market is expected to register a CAGR of 5.7% during 2023–2031.
Lunya, Luemme Inc (Cosabella), EBERJEY, Boody, Desmond & Dempsey, Olivia Von Halle, COYUCHI, MATE the Label, Organic Basic, Wear Pact LLC, and ASCENO are among the leading market players.
Rising demand for comfortable clothing and increasing brand endorsements by celebrities and social media influencers drive the market.