Truist Securities is actively following weekly sales signals on TikTok Shops for a group of consumer brands, including Vans and the Timberland brand within VF Corporation (NYSE:VFC), Under Armour (NYSE:UAA), Crocs (NASDAQ:CROX), Gap (NYSE:GAP), Ralph Lauren (NYSE:RL), Ulta Beauty (NASDAQ:ULTA), and Shark Ninja (NYSE:SHK).
The firm's monitoring program tallies total global TikTok posts and view counts for more than 300 hashtags on a weekly cadence. According to Truist, data collection for the tracked hashtags started in December 2024 and February 2025.
Within that dataset, Vans has largely held to a strategy of selling its highest-volume products at full price on the platform. Despite that pricing discipline, Vans' sales momentum on TikTok Shops has softened in recent weeks.
Truist points to a mid-March performance that stood out: estimated gross merchandise value exceeded $500,000 in that particular week, a surge the firm attributes chiefly to the Lil Pergs Tote Bag, which is priced at $35. Truist notes that, since that mid-March spike, no Vans item has generated comparable momentum on the company's TikTok Shop.
Using its methodology, Truist estimates Vans' weekly GMV at roughly $150,000 for the most recent week. That weekly figure was derived by taking the week-over-week change in total products sold and multiplying it by a weighted average selling price calculated from SKU-level data analysis.
The estimated $150,000 weekly GMV represents an increase from about $80,000 the week prior, but remains well under the $500,000-plus level recorded in mid-March.
On the coverage front, Truist maintains a Hold rating on VF Corporation and on Under Armour. The firm has not issued ratings on Crocs, Gap, Ralph Lauren, Ulta Beauty, or Shark Ninja.
Methodology note: Truist's weekly GMV estimates rely on observed changes in units sold across tracked SKUs and a weighted average selling price at the SKU level. The data series for the monitored hashtags begins in December 2024 and February 2025, limiting the span of historical comparisons available within this specific tracking framework.