The results of a survey by the NPD group, conducted in collaboration with partner CivicScience, found that among consumers planning to buy a gift for themselves during the holidays, half (51%) expect to buy clothing, followed by accessories. 35% and beauty products and footwear 31%.
“Self-gifting is particularly relevant in fashion categories, as consumers seek to take care of themselves and welcome the return of in-person encounters after putting aside many of these wardrobe purchases during the onset of the pandemic.” said Maria Rugolo, a clothing industry analyst for NPD. “Marketers have a special opportunity to capture consumers who want to bring holiday cheer, not only to others but to themselves as well.”
In the beauty industry, December fragrance sales accounted for more than 60% of the category’s fourth quarter revenue, according to NPD store data. Revenue during the week of Christmas can range from 25% to over 100%, higher than any previous week. “Self-indulgence and self-care have motivated beauty purchases over the past year and the holiday season is no exception,” said Larissa Jensen, NPD’s beauty industry consultant. “Recognizing the opportunities, retail merchandising on the beauty floor during the holiday season often encourages self-gift, not only for fragrances but for other beauty categories as well.”
When it comes to fashion bags and footwear, sales typically peak the week before Christmas (aka Super Saturday week). Over the past two years, the last two weeks of December have been the best performing weeks of the year, in terms of year-over-year growth. “With consumers engaging in more social events this holiday season than last and anticipating a return to more pre-pandemic behavior in 2022, including travel and other experiential activities, this will drive spending across all footwear and accessories categories of fashion, especially when it comes to dressing. footwear, bags and suitcases, both for ourselves and as gifts, ”said Beth Goldstein, footwear and fashion accessories analyst at NPD.