For years, Black Friday has also been consolidated as a key event for the consumption of beauty and personal hygiene products. In addition, every year, large companies and retailers bring forward the date and rush to discounts and sales. According to NIQ data, this week generates 60% more e-commerce sales compared to the average of all other weeks, and expectations are that one in two shoppers will choose to buy personal care items. This boom underlines the importance of cosmetics and beauty in the dynamics of online shopping on this day.
Industry growth in 2024: a strategic phenomenon
The third quarter of 2024 already anticipated the strength of the sector, with an 8.3% growth in sales by value in the personal care category. This increase reflects the relevance of beauty and hygiene products as strategic elements in the shopping basket. The split in spending between the two segments is almost even, although beauty products lead the growth with a 5.5% increase in demand, compared to 2.9% for hygiene products.
Compared to Black Friday 2023, where one in three products sold were in the personal care sector, the average customer spend was €40.4, outpacing most other categories except food. By 2024, estimates suggest an increase in spend per customer, driven by promotions and a growing preference for high-end products, especially facial cosmetics and fragrances.
Beauty, a driver in e-commerce
In 2023, the online channel proved to be the main driver of growth in the sector during Black Friday, and forecasts for 2024 reinforce this trend. Pure Players, specialised e-commerce platforms, will continue to lead sales, with one in two beauty products expected to be purchased on these channels. In addition, perfumeries and DTC (Direct-to-Consumer) channels continue to gain share, positioning themselves as a relevant alternative to traditional shops.
Fragrances and facial cosmetics: consumer favourites
Consumers are using Black Friday as an opportunity to get a head start on holiday shopping, and fragrances have proven to be the industry's top product, followed by body cosmetics, vitamins and facial cosmetics. This trend, observed in 2023, is expected to continue in 2024, driven by aggressive promotions and the increased availability of luxury brands and exclusive products in e-commerce.
Black Friday beauty shopper profile
The share of personal care purchases is mainly concentrated among Millennials (36%) and Generation X (35%), with Generation Z consumers registering a lower share of 20%. However, in terms of spend, digital natives lead with an average spend of €44.40, closely followed by Millennials (€44) and Generation Z (€36.40). This profile suggests that younger generations are beginning to allocate a more significant budget to premium beauty products, a trend that is expected to grow by 2024.
Forecast for 2024: Black Friday as a catalyst for the industry
According to Milagros Gálvez, Customer Success Analytics at NIQ, Black Friday remains a pivotal moment for the personal care sector. Data from 2023 already showed a consolidation of e-commerce as a growth driver for products such as fragrances, make-up and facial cosmetics. In 2024, expectations are even more optimistic, forecasting significant growth compared to the previous season thanks to sustained demand and the increased offer of personalised promotions on online channels.