The results of a survey by NPD Group, conducted in conjunction with its partner CivicScience, found that among consumers considering buying a gift for themselves while on vacation, half (51%) expected to buy. clothing, followed by accessories at 35% and cosmetics and footwear products at 31%.
“Self-giving is particularly relevant in fashion categories, as consumers seek to indulge themselves and welcome the return of in-person gatherings after putting a lot of those wardrobe purchases on the back burner at the start of the pandemic.” said Maria Rugolo, garment industry. analyst, the NPD group. “Marketers have a special opportunity to capture consumers looking to bring holiday cheer not only to others, but to themselves as well. “
In the beauty industry, December perfume sales accounted for more than 60% of the category’s fourth-quarter revenue, according to its point-of-sale data. Income during Christmas week ranges from 25% to over 100%, higher than any previous week. “Self-indulgence and personal care have been the driving force behind beauty product purchases throughout the past year, and the holiday season is no exception,” said Larissa Jensen, Beauty Industry Advisor. NPD beauty. “Recognizing the opportunities, retail merchandising on the beauty space during the holiday season often encourages self-giving, not only for fragrances, but for other categories of beauty as well. “
When it comes to handbags and fashion shoes, sales usually peak the week before Christmas (i.e. 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 compared to last and anticipating a return to more pre-pandemic behaviors in 2022, including travel and other experiential activities, this will lead to spending in the categories of footwear and fashion accessories, especially 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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