US consumers who want to treat themselves this season are also giving themselves gifts related to fashion and beauty. The results of a survey by NPD Group, conducted in collaboration with partner CivicScience, found that among consumers planning to buy a gift for themselves during the holidays, half (51%) plan to buy clothing, followed by accessories at 35%. % and beauty products and footwear at 31%.
The NPD survey also revealed that, as of last week, nearly a quarter of holiday shoppers had yet to start shopping, keeping the door open for more self-gift opportunities.
“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, the sales of Fragrances as of December, they comprise more than 60 percent 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 also for other beauty categories,” added Jensen.