Indie Beauty Brands Experience Average Order Value Gains And Strong Demand For Self-Care Amid Disappointing Black Friday And Cyber Monday Sales
Adobe Analytics’ statistics show that online sales on Black Friday were essentially flat at $8.9 billion versus $9 billion last year. Bluecore figures visitors to health and beauty websites dropped 15% on Black Friday from the prior year. Cyber Monday didn’t provide the surge retailers and brands were hoping for. Instead, sales on the day dipped 1.4% to come in at $10.7 billion, according to Adobe Analytics.
Indie beauty brands typically started their Black Friday/Cyber Monday sales earlier than previous years and prolonged them beyond Cyber Monday. At haircare brand TO112, a 40% assortment-wide discount ran from Nov. 17 to 29. In 2020, the brand only did a sale for six days. “Consumers could take their time and shop at their leisure without the flashing lights and the pressure of now or never,” says director of marketing Fiona Pincente. TO112’s sales have doubled year-over-year for the last three years.
Despite diminished discounts or perhaps because of them, Salesforce approximates average order value was up 11%. Beauty brands detected a consumer appetite to spend for certain items. TO112’s average order value spiked 24%. Its Collagen Mask, Ultimate Hair Cream, Shampoo For Fine Hair and Shampoo For Normal Hair were bestsellers. “Beauty is an easy, feel-good purchase for people who may be struggling with life stresses as they get back on their feet,” says Pincente. “TO112 products create a sensory experience with our incredible scents and lush textures, so customers are willing to explore new products at great prices.”
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