Beauty gift sets are set to be the ultimate gift of choice for family, friends and loved ones this Christmas, according to analysis by consumer behaviour experts Circana.
For the month of October, sales of prestige beauty gift sets in the UK were up by 5% compared to last year, bringing in £55.3m for retailers. Gift sets priced under £30 are outperforming the rest of the market across all beauty categories, indicating that consumers are balancing their desire for luxury gifts or self-purchases with a careful approach to spending.
Circana noted that Black Friday falls later in the month this year, aligning with payday and offering an ideal opportunity for beauty bargain hunters, especially with only three weekends left for Christmas shopping after the event.
Emma Fishwick, Account Director for Prestige Beauty, UK at Circana, said: “Prestige beauty has become a popular gift choice at Christmas. As more people focus on boosting their physical and mental wellbeing, beauty is playing an essential role in their wellness routines. Beauty gift sets are great value for money, enabling consumers to buy into the full beauty regime – cleanse, tone, serum and moisturise for example – for their favourite brands. With more beauty brands including smaller-sized products and more of a choice from their range, it is more affordable for consumers to buy luxury beauty as gifts for friends, family, and loved ones. For brands, they are an effective way to encourage trial.”
Circana highlights that the evolution of wellness has provided a critical boost to the beauty industry sales that continue to outperform other FMCG sectors – including ambient grocery and healthcare. The role that beauty plays in many wellness activities is contributing to the resilience of the category in the context of general market economic turmoil.
Fishwick added: “Consumers are looking for brands that spark powerful emotions, and beauty brands are responding by tapping into the wellness routines people are building around skincare, health, and self-care.”
The Circana data shows that skincare-led prestige beauty giftset sales were the most popular gift sets in October, generating £31.7m. Notably, seven of the top ten skincare gift sets sold in October had an average price under £30.
Fishwick commented: “Skincare brands have been focused on educating consumers, often with the help of influencers, about the benefits of a skincare regime, which will likely increase skincare gifting this Christmas.
“Skincare sets are also recognising that skincare doesn’t stop at the face. Body care is becoming a key part of daily routines, and many established brands are now launching or focusing more on this growing category.”
Meanwhile, fragrances have long been the quintessential Christmas gift for men and women alike, with nearly half of the annual fragrance sales typically happening between October and December.
However, in recent years, consumers’ fragrance habits have shifted. Rather than sticking to a single signature scent, many now choose different fragrances for different occasions, seasons, or even moods. Fragrance gift sets were October’s fastest-growing beauty sets, with sales rising 20% compared to the same month last year.
Circana noted that fragrance brands are successfully tapping into the consumer desire for cost-saving and convenience. The data shows that in October, three of the top five fragrance gift sets sold included only mini-sized fragrances, with no full-sized products. Another popular choice in fragrance gift sets combines a full-sized bottle with a matching mini version.
Circana has also seen a surge in fragrance body sprays, which grew by 77% in the first nine months of 2024 compared to the previous year. These sprays, often priced at just over £30, offer a more accessible alternative to traditional perfumes.
Fishwick said: “There is a real polarisation in beauty fragrances. Some consumers are shifting to body sprays that are less costly than perfumes, while others are trading up to niche elixirs and fragrances, which are also outperforming the category.
Fishwick is advising beauty shoppers to act quickly this season: “With limited stock of popular beauty gift sets and high demand anticipated based on what we’ve already seen in October – especially for sets that offer great value or feature trending products – we recommend buying now to avoid disappointment!”
NAM Implications:
- Essentially, physical and mental wellbeing, expressed as beauty…
- …all for less than £30.
- The combination of trial and token tailoring helps crack it.
- And after all, isn’t it the thought that counts?
