Results from a survey by the NPD Group, conducted in conjunction with partner CivicScience, found that among consumers who plan to buy a gift for themselves over the holidays, half (51%) expect to buy clothing, followed by accessories at 35 percent and beauty and footwear products at 31 percent.
“Self-sacrifice is particularly relevant in fashion categories as consumers seek to indulge and welcome the return of in-person gatherings after putting many of these wardrobe purchases on the back burner at the start of the pandemic. “said Maria Rugolo, from the garment industry. analyst, the NPD group. “Marketers have a special opportunity to capture consumers looking to bring holiday cheer not just to others but to themselves as well.”
In the beauty industry, fragrance sales in December accounted for more than 60% of category revenue in the fourth quarter, according to its point-of-sale data. Earnings during Christmas week fluctuate between 25% and over 100%, which is higher than any previous week. “Self-indulgence and self-care have driven beauty purchases throughout the past year, and the holiday season is no exception,” said Larissa Jensen, NPD Beauty Industry Advisor. . “Recognizing the opportunities, retail merchandising on the beauty floor during the holiday season often encourages self-gifting, not just for fragrances but for other beauty categories as well.”
When it comes to fashion handbags and shoes, sales typically peak the week before Christmas (i.e. Super Saturday week). For 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 compared to last and anticipating a return to more pre-pandemic behaviors in 2022, including travel and other experiential activities, this will drive spending in the footwear and fashion accessories categories, particularly when it comes to dress shoes, handbags and luggage both for ourselves and as gifts,” said Beth Goldstein, footwear analyst and fashion accessories at NPD Group.
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