Superdrug is seeing a significant increase in Christmas gift sales as cash-strapped shoppers seek to spread the cost of their festive spending.
The health & beauty retailer revealed that the shift in shopping behaviour has sparked a 219% sales uplift of Christmas gifts compared to this time last year.
As it stands, seven in 10 of Superdrug’s top-selling Christmas gifts are in the men’s and women’s toiletries categories with sets from Lynx, Nivea and Dove.
Simon Comins, Chief Commercial Officer, commented: “We know that the festive season will look slightly different this year, with Christmas firmly back on the map, families will want to celebrate and get together in groups once more. But we also know that this year will be one of the hardest hit in terms of the rising cost of living.
“At Superdrug the customer is always at the heart of what we do. With this in mind, we have focused on offering quality and value to our shoppers, ensuring the beauty and health products we know our customers want and need are accessible.”
Comins shared his predictions for Christmas gifting this year. This includes “money-saving beauty bundles” that are expected to feature heavily amongst the chain’s best sellers as consumers look at ways to make their money stretch further.
Meanwhile, beauty tool and brush kits are expected to continue to trend after people gained confidence in experimenting at home during the pandemic.
TV collaboration ranges, such as Ru Paul’s beauty range, are also expected to do well, whilst premium perfumes are predicted to remain a popular gift choice.
In a further bid to attract customers, Superdrug is planning to offer a wide range of deals in a ‘members only’ shopping timeframe ahead of Black Friday Weekend for holders of its health and beauty loyalty card.
The retailer noted that consumers were unlikely to spend as they usually would this winter, with Black Friday spending predicted to drop. The retailer plans to streamline its deals over the period to be in line with last year, with it again focusing on fragrance, gifting, beauty, oral care, and electrical departments during the promotional period.
Comins concluded: “We want to make it as easy as possible for our customers to shop Black Friday this year, so they can be confident they are getting the best value and promotions at Superdrug. So we have worked hard to make sure that all the deals during Black Friday and Cyber Monday meet our customer’s needs, especially those shopping early for Christmas.”
NAM Implications:
- Whilst some Christmas gift-purchasing is being pulled forward…
- …it is probable that some purchasing will be postponed indefinitely.
- And suppliers and retailers will deep-cut as this realisation sinks in.
- i.e. anticipate increased shopping activity, and reduced profitability.
- “But we also know that this year will be one of the hardest hit (Christmases) in terms of the rising cost of living”
