Superdrug reports best-ever gift range sales over Christmas

By Lucy Tandon Copp 9-Jan-2017

Beauty advent calendars were the most popular Christmas gift at the A.S. Watson retailer, generating more than £1m of sales

Superdrug's Flutter range contributed to its Christmas gift range sales success

Superdrug has announced that its gift ranges outperformed over the 2016 Christmas period, generating the sub-category’s best sales to date.

The retailer’s gift ranges include limited edition ranges from Superdrug’s own brands such as Studio London and Flutter as well as blogger exclusives including Tanya Burr and Zoella.

This Christmas we concentrated on offering customers as many reasons as possible to shop at Superdrug.

The most popular gift was beauty advent calendars, which took just over £1m in sales. The best-selling beauty advent calendar was the exclusive Make Up Revolution calendar.

Value was key among consumers with £1 gift sales tripling year-on-year to reach approximately £3m. In the previous year’s trading update, Superdrug sold one million £1 gift lines.

Overall success

In total, sales in stores grew 7.2% year-on-year, with colour cosmetics the most popular product purchased over the five weeks to 2 January 2017.

Gifts with purchase were popular with brands such as L’Oréal, Rimmel, MUA and Makeup Revolution drawing in sales through this tactic.

Peter Macnab, CEO A.S. Watson (Health & Beauty UK), said: "This Christmas we concentrated on offering customers as many reasons as possible to shop at Superdrug – from market-leading prices to a wealth of free gifts.

“We also added interest to our stores with more beauty and health services and this is something we look forward to building on next year. I would like to thank all our colleagues for their hard work over this busy festive period.”

Superdrug opened nine stores in December, with more than 450 new jobs created. Among these was a new location in Lincoln in the East Midlands, which offers nail and brow treatments on-site.

Online growth

Superdrug’s online sales were booming, with sales growing 47% year-on-year.

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Many consumers took advantage of the click-and-collect service offered; almost 40% of orders in the week before Christmas ordered online but collected in-store.