How Social Media Is Driving Christmas Pajama Sales

Halfway through 2025, we can look back at the past few years and realize that Christmas pajamas have evolved from simple pajamas to a holiday marketing phenomenon. The festive spirit of Christmas is no longer just in the twinkling lights. Still, it is shining on social media, especially on the very popular TikTok, Pinterest and Instagram, from family sets to pet-themed pajamas, we can see many bloggers posting and displaying them with great numbers of likes, comments, and so on. This has seen the popularity and sales of Christmas pajamas skyrocket. But how exactly is social media driving this surge in demand? More importantly, how can apparel brands and wholesalers ride the wave?

In this article, Runtang's expert analysts will explore the powerful impact of social media on the booming Christmas pajama market, as well as trends and strategies to help your brand break into this socially driven holiday market.

The Social Media Effect on Christmas Pajamas Sales

Christmas Pajamas Go Viral – A Cultural Shift

As we all know, the very popular social media platforms such as Instagram, Facebook, and TikTok have many bloggers who share their lives, including videos and photos. For the past decade, bloggers and celebrities have been sharing their “Christmas morning photo” every time Christmas comes around. These photos are usually of themselves and their friends and family dressed in Christmas pajamas, gathering and taking pictures in a room decorated with Christmas decorations. They also introduce the content with hashtags such as #matchingpajamas, #holidayfamilyphotos and #christmasmorningoutfits, which have millions of views and shares. According to Pinterest Trends 2024, we can see a 132% increase in searches for  “matching Christmas pajamas” from October to December. As recently as 2024, TikTok videos tagged with “matching Christmas pajamas” accumulated more than 420 million views.

These social media platforms are the perfect place for people to show off their Christmas pajamas. The elaborate setups, the orange heat lamps, and everything else create a warm and inviting atmosphere. Paired with people's sweet smiling faces, everyone who watched the video couldn't wait to get their hands on the same model. This is even more of an opportunity for manufacturers and brands. Collaborating with influential bloggers or celebrities can naturally incorporate their Christmas pajama sets into videos, pictures and drive up sales.

Platforms Powering the Surge

TikTok: This platform is centered around short videos, often with jamming music, that are so fast-paced that they can make a trend go “viral”. A family dinner, an event, a pajama dance in Launch a Social-First Campaign, a pajama challenge, or a blog showing pajamas and decorating, paired with a popular audio track, your video has the potential to get a lot of airtime, and your product's visibility increases quickly. Make the product and brand the center of attention overnight. TikTok's videos are very relatable, as if you too can share the joy of Christmas with the blogger. This native content resonates strongly with the viewer and fosters a sense of community. With integrated shopping features like the TikTok Store, going from watching a popular video to making a purchase is often just a few taps away, and spending happens in a flash.

Instagram: This platform focuses heavily on the overall visual impact of videos and images. Every December, your tweets are filled with perfectly posed photos of Christmas pajamas and pets decorated as “Christmas elves”. These photos aren't just random snapshots; they're carefully designed scenes with twinkling lights, cozy fireplaces, and cups of hot cocoa designed to maximize holiday cheer. User-generated content (UGC) and influencer collaborations (with micro-influencers) are strong conversion tools.

Pinterest: This is a visual search engine, where users usually come with a clear intention to buy weeks or even months before Christmas or any other holiday. As a result, users here are usually very precise and have high purchase intent. Pinterest's Product Pins and Shoppable Boards make it easy to convert holiday browsing into direct sales, especially for DTC pajama brands. Pinterest's Product Pins and Shoppable Boards make it easy to convert holiday browsing into direct sales, especially for DTC pajama brands or retailers.

How Clothing Brands Can Capitalize on the Trend

These are just three examples, and it's no coincidence that Christmas pajamas have exploded on social media; great clothing manufacturers and brands have been able to really capitalize on this trend and turn it into a great opportunity to dramatically increase their product sales and awareness.

Launch a Social-First Campaign

It is recommended that you start topics ahead of time in September and October or encourage your users to send authentic and original content through contests with tags or specific titles, e.g., “Best Christmas Pajama Photo Wins”. Create some unique, memorable and easy to share hashtags and promote them. At the same time, offer users attractive incentives such as discounts, gift cards, or even a free set of Christmas pajama.The next step is to actively follow, like, comment, and repost the user's content, of course, with the user's permission first. Doing so will not only give your customers thoughtful support and encouragement, but also increase product exposure and uncover potential buyers.

Once you've done that, consider creating a dedicated Facebook group or Discord channel where customers can share their Christmas Pajama photos and exchange holiday decorating tips. Interacting directly with your customers in the group will not only bring them closer, but also foster loyalty and a sense of belonging to your brand.

4 Ways to Move Customers from Hesitation to Action

• Publish posts or videos on your homepage, video accounts where they can buy Christmas Pajama directly, so that users can click on the product and buy it directly without leaving the platform.
• Include some links in your social platform profiles that can jump directly to gently remind them to complete their purchase. Series.
• Set up some live shopping events. This approach allows brands to visually and authentically showcase a wide range of different products, as well as offer users the ability to try them on and boost their trust.
• Place some ads. Tally up the data from each of the brand's accounts and select good content and pages to place ads on to gently remind them to complete their purchase

5 Tips for You

• Carefully set up the Christmas Pajama display scene
• Refer to excellent pajama manufacturers to enhance the quality of pajama
• Set up the discounts for each pajama and record them on a form to prevent mistakes
• Prepare matching Christmas Day beautiful packaging, such as red and green color-coordinated plaid wrapping paper, ribbons, etc
• Prepare some call-to-action reminder stickers or cards, like "Share your look using # YourBrandChristmas"

Conclusion

The role of social media cannot be underestimated, it influences the way people shop and can maximize users' desire to shop. Whether you are an apparel manufacturer, wholesaler or private label, get ready for high-quality products, beautiful designs, and an accompanying marketing strategy to capitalize on the moment and make your Christmas Pajama collection an instant bestseller!