Findings from an NPD Group survey, conducted in conjunction with partner CivicScience, found that among the consumers who plan to buy a gift for themselves during the holidays, half (51 percent) expected to buy apparel, followed by accessories at 35 percent and beauty and footwear products at 31 percent.
“Self-gifting is especially relevant across the fashion categories as consumers look to treat themselves and welcome the return of in-person gatherings after putting many of these wardrobe purchases on the backburner during the onset of the pandemic,” said Maria Rugolo, apparel industry analyst, the NPD Group. “Marketers have a special opportunity to capture consumers looking to bring holiday cheer not only to others but also to themselves.”
In the beauty industry, sales of fragrances in December comprise over 60 percent of the category’s fourth-quarter revenue, according to its point-of-sale data. Revenue during Christmas week is anywhere from 25 percent, to over 100 percent, higher than any week prior. “Self-indulgence and self-care have motivated 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 only for fragrance but other beauty categories, as well.”
When it comes to handbags and fashion footwear products, it found sales typically peak the week before Christmas (i.e. Super Saturday week). For the past two years, the last two weeks of December were the best performing weeks of the year in 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 across fashion footwear and accessories categories, especially when it comes to dress footwear, handbags, and luggage both for ourselves and as gifts,” said Beth Goldstein, fashion footwear and accessories analyst, the NPD Group.
Photo courtesy Target