Gen X Beauty Budgets
In today’s economic environment, many consumers are cutting back on discretionary spending. Yet, Gen X beauty budgets remain strong.
Total Monthly Beauty Spending (Online + In-Store)
Roughly how much money do you spend on beauty products TOTAL per month?
$0
0.25%
$1-$50
20%
$51-$100
30.75%
$101-$200
27%
$201-$500
18%
$500+
4%
Monthly Online Beauty Spend
$0
7%
$1-$50
38%
$51-$100
27%
$101-$200
17%
$201-$500
9%
$500+
2%
Monthly In-Store Beauty Spend
$0
3%
$1-$50
45%
$51-$100
27%
$101-$200
16%
$201-$500
7%
$500+
2%
Gen X’s Openness to New Beauty Products
Gen X’ers have beauty products they buy over and over again. But they’re also giving new products a try.
0
%
of Gen X are at least somewhat likely to buy a new beauty product in the same transaction as a habitual beauty product.
Most Common Websites/Stores Used by Gen X’ers to Research or Buy New-to-Them Beauty Products
A specialty beauty retailer's website (Ulta.com, Sephora.com etc)
63%
A brand's website (BenefitCosmetics.com, Glossier.com etc)
54%
Amazon.com
53%
Speciality beauty retailer store (Ulta, Sephora etc)
44%
A mass retailer's website (Target.com, Walmart.com etc)
35%
Top Purchase Considerations for Gen X’ers
Gen X’ers consider many factors when weighing beauty purchase decisions. But ratings and reviews come in at #1.
Top Factors Gen X’ers Consider When Deciding Whether to Buy a Beauty Product
Which of the following do you CONSIDER when it comes to making decisions on whether to buy beauty products?
Customer Ratings and Reviews
88%
Recommendations from friends/family
65%
Customer photos and videos
58%
Search results on retail sites (e.g. Amazon.com or Ulta.com)
31%
In-store recommendations from store specialists
30%
Results on Google and similar search engines
28%
Instagram
27%
Tiktok
21%
How Gen X Beauty Shoppers Interact with UGC
Gen X shoppers depend on user-generated content, whether they’re shopping for beauty products online, in-store, or a combination of the two.
0
%
read ratings and reviews when shopping for beauty products online.
0
%
read ratings and reviews when shopping in-store.
0
%
seek out photos and videos submitted by other consumers when shopping for beauty products online.
0
%
read customer Q&A when shopping for beauty products online.
How Gen X’s Values Impact Their Beauty Shopping Behavior
Increasingly, consumers seek out brands whose values align with theirs. Gen X beauty shoppers are no exception.
0
%
feel it’s important that a beauty product is “clean.”
0
%
think it’s important that a beauty product is vegan.
0
%
feel it’s important that a beauty brand is Black-owned.
