According to a recent study conducted in November 2021, 70% of French clients who purchase prestige beauty products or luxury items are planning to buy gifts in these sectors for the upcoming end-of-year holidays. Furthermore, the study found that 85% of these clients are still open to persuasion. Surprisingly, younger consumers are opting for higher budgets and are even considering more second-hand purchases.
Overall, the budgets allocated for Christmas shopping are expected to be similar to those of the previous year. However, younger generations, particularly those under 35, are determined to spend more this year. In terms of specific categories, perfumes are expected to be the most sought-after beauty product, with 57% of customers expressing their intention to purchase them. Skincare products follow at 26%, and makeup at 17%. When it comes to luxury items, clothing takes the lead with 40% of customers planning to buy clothing items. This is followed by leather goods and accessories, each garnering 26% of customer interest, and shoes at 23%.
Notably, there is a growing enthusiasm for second-hand luxury items, with 58% of customers considering them as Christmas gifts. Among those under 35, this proportion rises to 73%. Despite the rise of digital channels, offline shopping still dominates in terms of searching for ideas and inspiration. French customers primarily turn to physical boutiques, department stores, and window shopping for inspiration, with 51% citing these as their go-to sources. Word-of-mouth recommendations remain significant at 52%, followed by various advertising media at 22%.
However, digital channels also play a crucial role in preparations, particularly among young people and luxury customers. E-commerce websites are the preferred digital platform for 37% of customers, while only 10% rely on social media for ideas. Among those under 35, the reliance on social media rises to 19%.
The choice of Christmas gifts is influenced by several factors. For 52% of respondents, the prestige and trendiness of brands and products are important, especially for luxury clients. Additionally, 43% of customers mention the desire and need to treat themselves without constraints, indicating the importance of indulgence. The responsible, committed, and sustainable dimension of brands and products also influences the decisions of 42% of customers. However, 50% of customers will still consider price tags and look for good deals.
Quality of the offer and delivery services are crucial considerations for customers this year, with 49% stating they will be very vigilant about these factors. In online purchases, 63% of customers consider delivery service as essential, highlighting the need for reassurance. As a result, both digital outlets (73%) and physical stores (83%) are projected to be the preferred places of purchase, with equal proportions for women and men of all age groups. Luxury customers, however, will pay more attention to digital platforms that offer good deals along with responsible commitments.
In conclusion, the study shows that the clientele for prestige beauty products and luxury items is ready to indulge. It is now up to the brands to effectively communicate the right values that combine prestige, commitments to sustainability, and impeccable service.
Sources:
1. [Study Link 1](insert link here)
2. [Study Link 2](insert link here
