Christmas morning all over again
Beauty and personal care experienced a strong sales resurgence across in-store (+12.5%) and online (+27.8%) channels compared to 2020. Tech giant Amazon accounted for 39.9% of total online category purchases for the holiday season.
Shoppers began their shopping earlier than previous years with the Sephora VIB sale contributing to a +11.8% uptick in sales in November. In-store sales reached a peak after Thanksgiving, then took a stiff dip in the first week of December. Online retail sales picked up during the same period with sustained growth until the second week of December with a decline thereafter. Beauty consumers then turned to brick-and-mortar stores for their last-minute shopping before the holiday.
A hallmark holiday ending
The robust holiday shopping season sales accelerated in part because omnichannel shopping is the new standard for consumers. Brands and retailers meet customers where and when they want to shop and offer seamless experiences across in-store and online channels.