Beauty gift sets are set to become the top choice for the 2024 holiday season, according to Circana's latest analysis of U.K. prestige beauty sales.
For the month of October, sales of prestige beauty gift sets in the United Kingdom were up by 5% compared to last year, bringing in £55.3 million for U.K.-based retailers. Gift sets priced at less than £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 more strategic approach to spending.
Skin Care Driving Beauty Sales
Skin care luxury giftsets were the most purchased beauty giftsets in October 2024, generating £31.7 million in the United Kingdom. Additionally, seven of the top 10 skin care gift sets sold in October had an average price under £30.
Emma Fishwick, account director for prestige beauty, United Kingdom, at Circana, says, “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 a choice from their range, making it 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. Plus, let’s not forget, some of these gift sets are such great value, or feature such an irresistible product mix, that they’re often bought as a treat for oneself!”
Fishwick adds, “Skin care brands have been focused on educating consumers, often with the help of influencers, about the benefits of a skin care regime, which will likely increase skin care gifting this Christmas. Body care is also becoming a key part of daily routines, and many established brands are now launching or focusing more on this growing category.”
Fragrance Gift Sets Sales in the UK Increase 20%
Fragrances remain as one of the top preferred holiday gifs for men and women, with almost half of yearly fragrance sales happening from October to December.
However, in recent years, rather than sticking to a single signature scent, many consumers are opting for different fragrances for various occasions, seasons, or moods. Fragrance gift sets are the fastest growing beauty sets for October, with sales rising 20% compared to last October last year.
Circana data shows that in October, three of the top five fragrance gift sets sold included only mini-sized fragrances and 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 growth in fragrance body sprays, which grew by 77% in the first nine months of 2024 compared to the previous year. These sprays, often priced less than $31, offer an accessible alternative to traditional perfumes.
According to Fishwick, “There is a real polarization in beauty fragrances. Some consumers are shifting to body sprays that are less costly than the perfumes, while others are trading up to the niche elixirs and fragrances which are also outperforming the category.”
Fishwick adds, “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!”
