Analysis of purchasing trends in the lingerie category after Valentine’s Day and Father’s Day
Valentine's Day and Father's Day are important sales nodes for the lingerie industry, not only having a significant impact on C-end consumers, but also bringing about phased changes in B-end purchasing behavior. For lingerie factories that focus on customized production, accurately analyzing purchasing trends after these two nodes can help optimize product strategies, adjust inventory structures, and plan ahead for the next sales peak.
1. Purchasing trends after Valentine's Day: a return to practicality from sexiness During Valentine's Day, market demand focused on sexy, lace, red, and pink bra sets, erotic lingerie, and gift boxed products. Orders for these types of products are usually placed 1-2 months in advance and appear in large quantities in the European and American markets.
After the holiday, B-end purchasing will gradually return to rationality, and the purchasing direction will also return from eroticism and romance to everyday comfort and practical styles. The main trends include:
a. Demand for wireless and seamless lingerie is rising, with comfort becoming the core selling point; b. Plus-size and functional products are making a comeback, especially professional styles for small breasts and large breasts; c. Increased reorder frequency for basic color schemes such as black, nude, gray, and light pink; d. Customers are increasingly focusing on cost-effectiveness and restocking efficiency.
Recommendation: Factories should quickly shift their advertising and promotion focus from holiday-limited editions to basic styles, emphasizing functional copy such as “all-day comfort” and “support and shaping combined.” Inventory strategies should also return to rationality to ensure the stability of the supply chain for regular best-selling products.
2. Purchasing trends after Father's Day: continued demand for men's lingerie and adjustments The hot-selling categories for Father's Day are mainly concentrated in men's underwear, loungewear, functional lingerie, and other men's categories. Compared to the romanticism of Valentine's Day, Father's Day is more pragmatic and gift-oriented.
After the holiday, purchasers will adjust their product structure based on market feedback. Common trends are as follows:
a. Secondary restocking of basic men's underwear will continue; b. Orders for gift box packaging will decrease, but the proportion of single-item affordable options will increase; c. The market will increasingly focus on eco-friendly fabrics, breathable materials, and styles tailored to Asian/Middle Eastern/African body types; d. Interest in OEM customization and brand customization services will grow, especially for factories with design and development capabilities, which are more likely to attract new customers.
Recommendation: Factories with men's lingerie product lines can follow up on customers' repurchase plans after the holidays, proactively recommend basic and best-selling styles, and combine them with previous holiday sales data for remarketing. At the same time, they can attract wholesalers or brand customers to place orders by showcasing competitive advantages such as environmentally friendly materials, antibacterial fabrics, and fast shipping capabilities.
3. Key points for post-holiday purchasing: shifting from “emotional consumption” to “rational inventory replenishment” Whether it's Valentine's Day or Father's Day, holiday-period procurement is often driven by emotional consumption, with customers tending to choose styles with a strong holiday theme and atmosphere, such as red, lace, or erotic styles, with procurement decisions based more on emotional resonance and sales expectations. Once the holiday ends, B2B customers gradually return to rationality, entering a phase of data review and inventory optimization. At this point, procurement priorities also shift.
a. In terms of product types, the purchasing direction shifts from holiday styles and sexy styles to basic styles and functional products, such as wireless bras, sports bras, seamless underwear, plus-size lingerie, and other categories that are worn frequently on a daily basis. b. In terms of order logic, before the holiday, customers place orders based on sales forecasts and market trends, while after the holiday, they refer to actual sales data from the holiday period to restock popular items and handle slow-moving items with caution. c. Customers become significantly more price-sensitive after the holiday, with procurement decisions increasingly focusing on cost-effectiveness, logistics costs, and minimum order quantities. d. Ordering rhythms also change. Before the holiday, orders are typically placed in bulk, while after the holiday, orders become more scattered and flexible. Some customers prefer to start with small-batch trial orders or restocking, then make further decisions based on subsequent sales feedback.
Therefore, suppliers should focus on recommending high-value-for-money, high-turnover basic products during this phase. They should also proactively provide data support and remarketing suggestions based on customers' order performance during the holiday period to help customers optimize inventory and adjust product structures, thereby enhancing cooperation.
4. Recommendations for independent websites and platform operations For lingerie suppliers with independent websites, content operations and product recommendation strategies in the post-holiday period also need to be adjusted accordingly
a. The banner image on the home page should be replaced in a timely manner to reflect the atmosphere of Valentine's Day/Father's Day, and focus on promoting basic styles, comfortable bras, plus-size lingerie, etc. b. Blog posts can publish content such as “How to choose comfortable everyday lingerie” and “Post-holiday shopping guide” to attract B-end customers to stay and convert. c. Control the frequency of new product launches to 1-2 styles per week, focusing on functionality, fabric details, and differentiated selling points. d. Guide customers to place small batch trial orders/reorder to improve transaction efficiency.
Summary: The post-holiday procurement adjustment period is a critical window for strengthening customer relationships Although overall order volume may decline after holidays, this does not mean demand has disappeared. On the contrary, this is a procurement window period where B2B customers return to rational decision-making and focus on core products. Suppliers who can accurately capture changes during this phase and offer highly compatible, cost-effective, and flexible restocking product solutions will more easily establish a “reliable and stable” image in customers' minds.
For lingerie factories that focus on B2B customization, grasping the post-holiday purchasing trends will not only help increase customer repurchase rates, but also lay a solid foundation for the next purchasing season.
