Winter Swimwear Boom: Sales Surge 37% as Spring Break Looms

Even though much of the country is still weathering chilly days, swimwear sales are defying the season and soaring to levels not seen since last August (excluding the holiday frenzy of Cyber Week). This 37% overall jump in average daily revenue between December 26th and January 19 underscores how Americans, including many families, often book spring getaways after the holiday season wraps up—and then promptly start shopping for swimsuits as they look forward to warmer destinations. Below, we’ll dive into the major and boutique players, highlight a couple of retailers lagging behind, and spotlight some of the top-selling items fueling this surge.

While it might look like a surprise at first glance, the mid-winter spike in swimsuit sales is actually part of a recurring pattern. Many Americans plan family trips when school spring breaks loom on the horizon. Once travel is booked, the search for beach or poolside attire begins. That anticipation of sunny weather—combined with retailers rolling out new collections—has propelled online swimwear sites to revenue heights reminiscent of late summer.

During the week ending January 19, the following brands either met or surpassed the 37% average revenue growth. Their success is driven by timely promotions, influencer campaigns and the ongoing family-oriented demand for kid-friendly swim options.

AnneCole.com
Average Daily Revenue: $29K
Growth vs. Late December: +130%
Average Order Value: $160
Notable Strength: Stylish women’s swimwear featuring trend-forward prints and silhouettes.
Combines comfort and modern flair, appealing to fashion-conscious vacationers.

Cupshe.com
Average Daily Revenue: $487K
Growth vs. Late December: +53%
Average Order Value: $166
Notable Strength: Trendy, affordable styles that resonate with young adults and budget-conscious families.

Speedo:
Average Daily Revenue: $83K
Growth vs. Late December: +70%
Average Order Value: $153
Notable Strength: Renowned for advanced performance swimwear technology, favored by athletes globally.
Their legacy of innovation and durability fosters strong brand credibility.

SplashAbout.com
Average Daily Revenue: $5.1K
Growth vs. Late December: +106%
Average Order Value: $51
Notable Strength: Specializes in children’s safety-focused swimwear with innovative products like swim nappies and float suits.

LSpace.com
Average Daily Revenue: $6.4K
Growth vs. Late December: +55%
Average Order Value: $189
Notable Strength: Known for sleek, fashion-forward silhouettes that capture the social media crowd.

SwimZip.com
Average Daily Revenue: $10K
Growth vs. Late December: +71%
Average Order Value: $100
Notable Strength: Kid-friendly UV-protective swimwear, highlighting that the mid-winter spike isn’t just about adult trends—families shopping for children’s suits are a significant factor.

Despite a broadly positive market, a few retailers are lagging behind the overall trend:

Venus.com
Average Daily Revenue: $174K
Growth vs. Late December: +12%
Average Order Value: $104
Possible Reason: Despite having a specialty in swimwear, the top items featured on their site now are dresses with swimwear being pushed further down suggesting they’re missing an opportunity to grow by focusing on the wrong categories.

FrankiesBikinis.com
Average Daily Revenue: $41K
Growth vs. Late December: +10%
Average Order Value: $232
Possible Reason: Frankie’s premium pricing and niche, fashion-forward designs may limit purchase frequency outside peak season. Additionally, with more families driving overall swimwear growth this time of year, Frankies’ younger-targeted branding may not resonate as strongly with moms and family-oriented shoppers during this period.

This January uptick is more than just a quest for sunshine—it’s also about parents and families getting prepared for their next getaway. Below, you’ll see a mix of child-friendly items, trendy adult silhouettes, and complementary accessories that reflect the breadth of demand.

SwimZip.com:
Features bright, kid-friendly pieces that underscore the family angle of early swimwear shopping. Parents are also picking up sunny weather accessories.

Top Swimwear items:

1. 1. Sunsuit – Long Sleeve Romper Swimsuit | Neon Green/Yellow  ($40) – MoM revenue change: +46%
   2. Sunsuit – Long Sleeve Romper Swimsuit | Neon Pink/Orange ($40) – MoM revenue change: -1%
   3. Sunsuit – Long Sleeve Romper Swimsuit | Tropadelic ($40) – MoM revenue change: +237%

Top Non-Swimwear items:

1. 1. Kids Wayfarer Sunglasses | Pink ($15) – MoM revenue change: +2,797%
   2. Kids Wide Brim Sun Hat Fun Sun Day Play Hat | White ($20) – MoM revenue change: -38%
   3. Kids Wayfarer Sunglasses | White ($15) – MoM revenue change: NEW

LSpace.com
Leans more toward fashion-forward adult beachwear. In addition to swimwear, shoppers also gravitate to L Space’s lifestyle accessories.

Top Swimwear items:

1. 1. LSPACE X Anthropologie Sunrise Shell Bikini Top | Cream ($130) – MoM revenue change: +292%
   2. Lucia Bikini Bottom | Cream ($88) – MoM revenue change: +171%
   3. Piper One Piece | Black ($180) – MoM revenue change: +7%

Top Non-Swimwear items:

1. 1. Kimana Beach Blanket ($110) – MoM revenue change: NEW
   2. Isadora Bucket Hat – Natural ($84) – MoM revenue change: +1,182%
   3. Mallorca Dress | Raspberry ($84) – MoM revenue change: +66%

PQSwim.com
PQ Swim has standout swimwear and non-swimwear pieces, revealing that shoppers are looking for a complete resort wardrobe, not just swimwear.

Top Swimwear items:

1. 1. Josie Embroidered One Piece | Clover ($174) – MoM revenue change: +21%
   2. Stella Bandeau | Eclipse ($92) – MoM revenue change: +60%
   3. Strapless One Piece | Eclipse ($164) – MoM revenue change: +436%

Top Non-Swimwear items:

1. 1. Vanessa Strapless Fringe Dress | Passion ($144) – MoM revenue change: +830%
   2. Vanessa Strapless Fringe Dress | Water Lily ($154) – MoM revenue change: +436%
   3. Bree Boho Short | Cream ($88) – MoM revenue change: +579%

FrankiesBikinis.com
Frankies remains a go-to for the social media set. Even non-swim items sell out quickly, illustrating that consumers want head-to-toe style from the brand.

Top Swimwear items:

1. 1. Nick Triangle Bikini Top | Pink Stripe ($90) – MoM revenue change: +20%
   2. Cola Gingham Underwire Bikini Top | Blackberry Gingham ($125) – MoM revenue change: +14%
   3. Coastal Micro Bikini Top | Harvest Moon ($85) – MoM revenue change: +19%

Top Non-Swimwear items:

1. 1. Wesley Knit Pants – Rain Cloud SOLD OUT ($110) – MoM revenue change: +146%
   2. Kip Oversized Crewneck Sweater – Rain Cloud ($160) – MoM revenue change: +64%
   3. Marialla Mini Skort – Black ($110) – MoM revenue change: +16%

• Families Drive the Momentum: With spring break and family vacations looming, demand for child-friendly and UV-protective options will likely stay high. Retailers catering to parents—through kid-centric products and targeted marketing—are poised to capture a larger share of this ongoing surge.
• Fashion Meets Function: As customers hunt for both on-trend styles and versatile resort pieces, brands blending fashion-forward designs with practical elements (e.g., sun protection, inclusive sizing) stand to maintain growth. Those diversifying into complementary accessories and apparel may also see stronger basket sizes.
• Opportunity for Late-Season Shoppers: When last-minute planners finalize their travel in February and March, late-season promos or influencer-led campaigns could give brands another boost. Retailers that consistently refresh their collections and stay engaged on social channels will remain top of mind for sun-seeking consumers.