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As health and wellness continue to take center stage in consumers’ lives, beauty is emerging as a standout category in holiday gifting this year, including self-gifting. New CivicScience data show that fragrance is particularly drawing interest – half of holiday shoppers say they’re at least ‘somewhat’ likely to purchase fragrance products such as perfume or cologne as gifts this year, and 8% have already done so.
With many of these gift-givers still in the decision-making phase, CivicScience can help brands and advertisers identify and engage with fragrance buyers, turning intent into conversion as more people begin holiday shopping during major sales events and Black Friday.
Answer our Poll: Do you enjoy receiving perfume for Christmas?
Real-Time Insights Driving Purchasing Decisions
CivicScience data reveal that holiday fragrance shoppers differ from non-buyers by key demographics and attitudes that drive their purchasing decisions. Here’s a glimpse of the audience insights available through CivicScience’s millions of daily responses:
Holiday Shopping Intent: Fragrance holiday gifters stand out for their early engagement and spending behavior. They’re 22 points more likely than non-fragrance buyers to say they have already started holiday shopping. Fragrance gifters are over 3x more likely to plan on spending more this year and roughly 2x as likely to buy themselves a holiday gift. Financially, they’re 4x more likely to expect to take on holiday debt and 6x more likely to say Buy Now, Pay Later options are driving their purchases.
Media & Entertainment: Fragrance shoppers have a strong pulse on pop culture and entertainment. They’re 2.5x as likely as non-fragrance buyers to follow TV and movie industry news ‘very’ closely, 3x more likely to go to the movies at least once a month, and 2x as likely to say watching TV shows is a personal passion. In addition, 55% report watching at least one hour of video streaming per day, and 47% say celebrity endorsements impact their purchasing decisions to some degree.
Travel: Fragrance holiday gifters are on the move more than most. They’re more likely to travel out of town for business, spend at least an hour in their car each day, and say that travel for pleasure is important to them. Compared to previous years, fragrance holiday gifters show a higher likelihood of traveling for the holidays. They’re also eight percentage points more likely to report an increased desire to leave their house in the past month.
Shopping Online: They’re more likely to do the majority of their non-grocery shopping online, while those not gifting fragrance this holiday season tend to favor in-person purchases. These gifters are less likely to use ad-blockers on their computers, and they lead in frequent purchases on a tablet.
Beauty-Buying: Fragrance shoppers are more likely to say they’re brand-driven than price-driven when it comes to beauty purchases, setting them apart from non-fragrance buyers who report the opposite. They’re nearly 3x as likely to order beauty products online – with many picking up their orders in-store – and are also nearly 2x as likely to say product diversity is ‘extremely’ important when buying beauty products.
Weigh In: How often do you wear cologne?
Targeting The Right Audience
Fragrance holiday shoppers represent a distinct and valuable segment within the beauty industry. They’re early planners, high spenders, and digitally engaged consumers. With CivicScience’s consumer-reported intent data, brands can find and engage the right consumers at the right time, on the right channels.
