No. 1 in sales in the US apparel market! Another niche hit

It is learned that the latest NPD survey found that American consumers maintain strong demand for socks. Stimulated by the increased frequency of staying at home caused by the epidemic in 2020, industry demand has further skyrocketed, bringing new blue ocean business opportunities to clothing sellers.

The survey found that 64% of American adults wear socks at home. The percentage is even higher for men, older adults and residents of the Northeast. In warmer parts of the country, nearly 60% of residents also wear socks at home.

NPD noted that the nation’s top 10 sock retailers accounted for 64% of sock category sales revenue, up from 57% in 2018. Driving this growth was increased store traffic, which created opportunities for impulse purchases.

NPD said unplanned sock purchases accounted for nearly a third of in-store purchases in 2021, an increase of 19% compared to 2020.

During the COVID-19 pandemic in 2020 and 2021, socks were the most purchased clothing product by U.S. consumers, accounting for 20% of U.S. consumers' clothing spending.

In addition, demand for socks worn for sleeping is strong. Although socks used for sleeping only account for 3% of unit sales, consumers have increased their spending on socks for sleeping by 21% over the past four years, a growth rate four times the growth rate of the overall sock category.

“Brands and retailers can also find creative ways to drive impulse buying of socks online,” said Maria Rugolo, NPD apparel industry analyst. “This could include more partnerships with footwear brands to bundle sales or setting free shipping thresholds.”

Rugolo noted that regardless of sock consumption habits, the pandemic has put the category in the spotlight and there will continue to be growth opportunities in the sock category as usage and restocking cycles will remain high, with sales expected to grow annually through 2024.

Editor✎ Ashley/

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