Chloe Randall

UK sees 46% increase in prestige beauty sales from 2020-2021

By Chloe Randall | 17 January 2022 | News

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The UK saw a 46% increase in prestige beauty sales in week 51 (ending 25 December 2021) compared to the same week in 2020.

Research by The NPD Group also found a 20% increase when compared to pre-pandemic figures in the same period in 2019.

Despite uncertainty with additional restrictions and the emerging Omicron variant in early December 2021, in the final retail week before Christmas, consumers returned to the high street and shopping online, spending £161.6M in week 51 2021, an increase of £26.5M compared to the same period 2019.

“After a slow start in December due to uncertainty over new restrictions and the Omicron variant, consumers flocked to prestige beauty retailers in the last week before Christmas. The impressive results reported in week 51 2021, compared to both 2020 and 2019, demonstrates the importance of prestige beauty to the Christmas gift giving period,” explains Emma Fishwick, NPD UK Beauty account manager.

Unit sales also increased by 6%, and the average sales price increased by 13% in week 51 compared to the same week in 2019.

Last-minute consumer demand for prestige beauty products saw growth in both Brick and Mortar stores and e-commerce channels. E-commerce accounted for 56% of the market gains and sales increased by 84% compared to 2019.

“Fragrance continues to lead the recovery and is one of the most in-demand gifts under the Christmas tree. These positive sales figures are very welcome news for retailers and brands alike.”