This Christmas 44% of consumers are predicted to buy products from the beauty sector globally, according to new Rakuten Marketing data.
The industry is anticipated to miss out on the top spot to the fashion sector by 7%.
The figures also showed that 48% of customers have already started their Christmas shopping.
Rakuten Marketing’s Managing Director of Europe, Anthony Capano, said: “Marketers must keep an open mind about when consumers will be looking to buy gifts as the reality doesn’t follow archetypes or published trends.”
Shoppers most likely to buy beauty this festive season are Chinese consumers at 72%, followed by UK customers at 55%, followed by 47% of French shoppers.
Most are predicted to be female aged between 25 and 34-years-old.
Season of success
Last year luxury retailers in the UK, including Fortnum & Mason and Selfridges, saw Christmas sales improve by 6% and 10% respectively.
Founder of annual media event Christmas in July, Courtney Rogers, said: “Beauty products are some of the most coveted and popular gifts for the Christmas season.”
At the Christmas in July 2018 event, Rogers claimed over 20% of brands showcasing were in the beauty and grooming category.
Read our overview from retail experts on what to expect from beauty this Christmas here.
