Amazon's hot-selling product? Socks become the first choice for American clothing consumption

According to the latest survey data from NPD , in the past two years, socks have replaced T-shirts as the preferred category for American consumers to buy clothing . In 2020-2021 , one out of every five pieces of clothing purchased by American consumers was socks, and socks accounted for 20% of clothing sales .

The report analyzed that this trend was caused by staying at home due to the epidemic. Because of the long-term home work and life due to the epidemic , nearly 70% of American adults wear socks at home . In the United States, a stratified analysis by gender, age and region found that men, the elderly group and residents in the northeastern region have a higher proportion of wearing socks at home . Even in warmer areas of the United States, nearly 60% of residents wear socks at home.

In the socks market, sleep socks have seen strong growth. Although this category only accounts for 3% of the socks market , consumers have increased their spending on sleep socks by 21% over the past four years , growing four times faster than the overall socks category . Sleep socks attract consumers with their plush texture, loose and comfortable fit. On Amazon, sleep socks have impressive sales, with many models receiving more than 10,000 reviews, and are favored by many American consumers .

In addition, on Amazon US, almost every pair of men's socks has sold over 10,000 units. Solid-color mid-tube socks and short-tube socks are popular among American men , with high ratings and excellent sales performance. One pair of solid-color men's mid-tube socks has received over 160,000 reviews .

At the same time, calf socks (socks that reach the knee) have also become a high-demand socks product for American women. On Amazon, the number of reviews for calf socks in a certain store alone exceeded 30,000 . 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.

NPD noted that the rapid growth of socks could also be attributed to the explosion of e-commerce. Due to their low price, socks are easily added to the checkout when customers are just a few dollars away from free shipping .

Maria Rugolo, an NPD apparel industry analyst , said that because socks are high-frequency consumption products, they are "updated" very quickly and have a usage cycle of only a few months, so the replenishment cycle will remain high and consumer demand will continue to increase .

Data research predicts that global sales of socks will reach US$22.8 billion in 2022 , and this market sales is expected to continue to grow at a compound annual growth rate of 3.3% from 2022 to 2026 .

With 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 to cross-border clothing sellers.

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