Beauty Store Business magazine - January, 2020

40 Percent Of Holiday Shopping To Be Online, Survey Shows

Brick-and-mortar beauty retailers may want to up their online offerings and promotions this holiday season in light of expected increases in online shopping. A leading global information company, The NPD Group (NPD), created a survey to better understand consumers’ shopping and spending intentions for this holiday season. The source tells us on average, U.S. consumers anticipate doing around 40 percent of their 2017 holiday shopping online, which is higher from the one-third it was just two years ago. Online shoppers are also planning to spend roughly 70 percent more than traditional shoppers.

Almost 75 percent of holiday consumers are planning to do at least some of their shopping online, which is even more likely among millennials and Gen Xers. Sixty-six percent of consumers are planning on doing holiday shopping at online-only sites such as Amazon, Ebay, and Etsy. The second most popular destination (online and in-store) are expected to be mass merchants and discount stores followed by national chains and department stores.

Even though beauty shows to be one of the few categories to have a frequency growth at brick-and-mortar stores, retailers still need to focus on online sales to stay competitive. The report shows home improvement, beauty, apparel, and technology as some of the faster growing categories when it comes to online shopping.

Marshal Cohen, chief industry analyst at NPD tells us, “Online is going to play an important role in the 2017 shopping season. Retailers, big and small, recognize online retail’s importance and have been turning up the volume on their online strategy this year, which will only intensify during the holidays.”

For the full report visit

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