“Self-treatment” is popular, and clothing accessories and beauty products are popular

According to a recent survey by NPD Group , half ( 51%) of American consumers who plan to buy gifts for themselves during this holiday shopping season will buy clothing, followed by accessories ( 35% ) , and beauty and footwear products account for 31%.

The survey also showed that as of last week, nearly a quarter of consumers had not yet started holiday shopping , which to some extent indicates that the trend of self-treat will bring a new round of sales growth for businesses.

In this regard, Maria Rugolo, an apparel industry analyst at NPD , said that the trend of self -treatment is particularly important in the fashion category. Consumers canceled many clothing purchase plans during the epidemic , and as the epidemic improved, consumers began to buy more clothes .

In this context, there are ample opportunities for merchants to attract consumers who are not only shopping for friends and family, but are also looking for desirable items to treat themselves.

As for the beauty industry, NPD data shows that fragrance sales in December accounted for more than 60% of the category's fourth-quarter revenue. Revenue during the Christmas season is expected to reach 25% to more than 100%, higher than any week before that .

Larissa Jensen, beauty industry consultant at NPD , said that self- treatment and self-care have been stimulating beauty sales over the past year , and this holiday season is no exception. The business opportunity here is that when beauty products are sold during the holidays, they often drive sales of other related products , not just perfume .

For handbags and footwear, sales typically peak in the week before Christmas, known as Super Saturday, and over the past two years the last two weeks of December have been the best performing period of the year in terms of year-on-year growth .

According to Beth Goldstein , NPD fashion footwear and accessories analyst , consumers will participate in more social activities during this holiday season compared to last year , and are expected to return to pre- pandemic levels by 2022.

Against this backdrop, travel and other outdoor activities will drive consumer spending on fashion footwear and accessories , particularly dress shoes , handbags and luggage .

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