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

US Sleepwear Market Analysis

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.

US Sleepwear Market Overview

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.

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US Sleepwear Market: Strategic Insights

US Sleepwear Market

• 
  CAGR (2023 - 2031)

  5.7%
• Market Size 2023
  US$ 9.65 Billion
• Market Size 2031
  US$ 15.05 Billion

Market Dynamics

GROWTH DRIVERS

• Rising Demand for Comfortable Clothing
• Increasing Brand Endorsements by Celebrities and Social Media Influencers

FUTURE TRENDS

• Adoption of Sustainable Fabrics in Sleepwear Production

OPPORTUNITIES

• Growing Sales Through Offline Channels

Key Players

• Lunya
• Luemme Inc (Cosabella)
• EBERJEY
• Boody
• Desmond and Dempsey
• Olivia Von Halle
• COYUCHI
• MATE the Label
• Organic Basic
• Wear Pact LLC

Regional Overview

• North America
• Europe
• Asia-Pacific
• South and Central America
• Middle East and Africa

Market Segmentation

Product Type

• Top Wear
• Bottom Wear
• Coveralls/One Piece
• Co-ords

End User

• Men
• Women
• Kids

Distribution Channel

• Supermarkets and Hypermarkets
• Specialty Stores
• Online Retail

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US Sleepwear Market Drivers and Opportunities

Increasing Brand Endorsements by Celebrities and Social Media Influencers Favor Market Growth

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.

Growing Sales via Online Channels to Create Significant Opportunities

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.

US Sleepwear Market Report Segmentation Analysis

Key segments that contributed to the derivation of the US sleepwear market analysis are product type, end user, and distribution channel.

• Based on product type, the US sleepwear market is segmented into top wear, bottom wear, coveralls/one piece, and co-ords. The co-ords segment held the largest market share in 2023.
• By end user, the market is categorized into men, women, and kids. The women segment held the largest share of the market in 2023.

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.

US Sleepwear Market  Share Analysis by Region

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.

US Sleepwear Market Report Scope

US Sleepwear Market News and Recent Developments

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:

• Macy's announced the launch of State of Day, a new restwear, sleepwear, and innerwear brand, an exciting addition to the company's ongoing reimagined private brands portfolio. The collection consists of a range of light, easy-to-layer pieces to soft pajamas to provide restorative sleep. (Source: Macy’s Inc, Press Release, February 2024)
• Olivia von Halle, a luxury nightwear label, collaborated with Jessica McCormack, a London-based jeweler, and launched a special pair of pajamas with diamond and ruby buttons. (Source: Olivia von Halle, Company Website, April 2024)

• Macy's and Gap announced a partnership to launch an exclusive collection of sleepwear, underwear, and intimates for men and women. This is the first-ever partnership between the two global brands, bridging Macy’s rich heritage and industry expertise with Gap’s legacy of modern American style. The product categories will offer an assortment of exclusive designs and colors that bring versatile classics, comfort, and effortless style to life. (Source: Gap Inc, Press Release, August 2023)

US Sleepwear Market Report Coverage and Deliverables

The “US Sleepwear Market  Size and Forecast (2021–2031)” report provides a detailed analysis of the market covering below areas:

• US sleepwear market  size and forecast for all the key market segments covered under the scope
• US sleepwear market  trends, as well as market dynamics such as drivers, restraints, and key opportunities
• Detailed  Porter’s Five Forces and SWOT analysis
• US sleepwear market analysis covering key market trends, country framework, major players, regulations, and recent market developments.
• Industry landscape and competition analysis covering market concentration, heat map analysis, prominent players, and recent developments for the US sleepwear market
• Detailed company profiles