PopSockets looks to TikTok and DTC for growth
PopSockets growth strategy relies on TikTok and DTC to boost sales. Learn how the brand is adapting its phone accessories approach.
PopSockets wants a bigger grip on the phone accessory market — and it’s betting on limited-edition drops, TikTok videos and magnetic products to get it there. A large part of PopSockets’ strategy hinges on converting younger shoppers, once a major audience for the company. The brand, known for its button-shaped, adhesive phone grips, launched in 2014 after raising money via Kickstarter.
PopSockets initially seeded products to middle-schoolers. It took off when celebrities like Gigi Hadid were spotted using the accessory. By its second year, PopSockets inked deals with big retailers like Sam’s Club and Best Buy.
Sales were good at the start of the Covid-19 pandemic. Founder David Barnett said that a couple of years later, the brand lost traction with Gen Z. Folks in their 30s and 40s became the main customers.
Finding a New Audience
PopSockets decided to focus on its direct-to-consumer channel to reacquaint itself with younger shoppers. It began holding drops on its website once every one to two weeks. This was something it couldn’t do with wholesalers.
Consumer Edge, using U.S. credit-card and debit-card data, reported that DTC website sales for PopSockets were up 38% year over year in Q1 2026. In Q4 2025, sales rose 16% year over year, while Q3 2025 saw a 32% increase. Sales for Q2 2026 were down 6% year over year.
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The drops feature licensing deals and collaborations. The brand has print-on-demand capabilities to churn out products quickly. Future launches include “Rudimentary” and “Sew Cute.” Customers can sign up for notifications when drops go live.
“People are just curious what the next drop is, so it keeps engagement up,” Barnett said. It also allows the marketing machine to keep content fresh. Every new offering brings a fresh set of creative to Meta or wherever the brand is advertising.
PopSockets also overhauled its TikTok strategy. Barnett took over the brand’s account a year ago. He’s tried a more casual and zany approach, often appearing on camera himself.
“I’m just having fun, and it’s working,” Barnett said. Gen Z loves it.
The Low-Pro Pivot
PopSockets also started focusing on slimmer, magnetic products. Its toothpick-thin Low-Pro launched on July 29 on its website, after a limited-time run at Apple. The design allows the grip to fit easily into pockets.
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PopSockets started working on the Low-Pro several years ago. It plans to turn the Low-Pro into a full ecosystem. This includes developing a case with the Low-Pro built in, flush with the side of the phone.
While the Low-Pro targets new audiences who perceive PopSockets as not pocketable, the company’s long-term financial stability will likely depend on successfully integrating that magnetic ecosystem without alienating its existing adhesive-based customer base. The shift toward magnetic accessories also introduces new technical compatibility challenges that could complicate inventory management across different retail channels.
The brand still sees more business today from magnetic grips than adhesive ones. It hopes to make products that address pain points like holding a phone while running.
Recent styles include collaborations with Ring Pop, Bazooka, Miffy and Pokémon.
