According to the latest NielsenIQ report, the holiday season is no longer just about giving to others—consumers also plan to treat themselves. More than one in two shoppers plan to buy a gift for themselves this year, a trend that reflects the rise of “self-gifting.”
According to the study, 54% of consumers plan to buy themselves a personal gift during the holiday season. This trend is particularly pronounced among Millennials (68%) and Generation Z (67%), who see end-of-year promotions as an opportunity to treat themselves.
“For retailers and brands, this shift represents a real opportunity: to adapt their campaigns to the dynamics of self-gifting, while retaining the codes of traditional gifting,” explains Jacqueline Flam, SVP Beauty, Drug & OTC Retail at NielsenIQ.
“Treat yourself” is thus emerging as a central message of the season, encouraging retailers to focus on personalized offers and selections tailored to different buyer profiles.
Cosmetics have their place under the tree
The report highlights a marked enthusiasm for beauty. Perfumes (71%) and body care products (69%) dominate purchase intentions.
Among women, Bath & Body Works (49%) and Victoria’s Secret (39%) are the most popular fragrance brands, while Calvin Klein (37%), Ralph Lauren Polo (36%), and Tommy Hilfiger (34%) take the lion’s share on the men’s side.
When it comes to makeup, the most cited brands are e.l.f. (46%), Maybelline (42%), and L’Oréal (42%).
In skincare, the most popular brands remain Neutrogena (39%), CeraVe (36%), and Clinique (32%).
