TikTok Pyjama Craze Boosts Sainsbury's Sales 22%

Sainsbury's has reported a remarkable 22% year-on-year increase in Christmas pyjama sales, largely attributed to their viral popularity on TikTok. The retailer's pyjama range achieved record-breaking sales through TikTok Shop, a feature allowing direct sales via the social media platform. This surge in pyjama sales contrasts with a broader trend, as overall non-food and clothing sales at Sainsbury's declined by 1%. Higher-ticket items, in particular, experienced softer sales, and the Argos business faced challenges with online traffic and increased competition. Recognizing the potential of social commerce, Sainsbury's is exploring further product development in this area. Influencer collaborations, such as one with Rachel Spicer, garnered significant views and engagement, highlighting TikTok's effectiveness as a product discovery tool for consumers.