Monthly In-Store Beauty Spend
Below is a snapshot of how much consumers are spending each month on beauty products purchased both online and in physical stores. This will provide context for the information that is to follow.
If you’re interested in exploring the types of beauty products consumers are buying and how much they’re spending across key beauty categories, go here. But for now, let’s take a look at how much beauty spending is taking place in brick-and-mortar stores.
The largest portion (37%) of consumers are spending between $1 and $50 in-store on beauty products each month.
Nearly a third (32%) of consumers are spending more than $100 in-store on beauty products each month. In 2022, 17% said this was the case.
Openness to Trying New Beauty Products While Shopping In-Store
In some cases, consumers reach for the same beauty products time and again – without giving it much thought. However, many in-store beauty shoppers are also trying new products.
The largest portion (40%) of in-store shoppers say between 26% and 50% of their in-store beauty purchases from the last year were beauty products they’ve never tried before. Nearly three in 10 (29%) say new-to-them products made up more than half of their in-store beauty purchases in the most recent 12 month period.
Learn more about consumers’ willingness to try new beauty products when shopping online here.
Where In-Store Beauty Shoppers Research New Products
Clearly, in-store beauty shoppers are willing to purchase new-to-them products. But most do their research before making the purchase.
Oftentimes, that research takes place online, with specialty beauty retailer websites, brand websites, and Amazon being some of their top destinations. However, many consumers are researching and buying new products in-store. Specialty beauty retailer stores (including Ulta and Sephora) are the most common place to research and buy in-person, followed by mass retailer stores (think Target and Walmart).
Beauty Brick and Mortar is Alive and Well
Beauty ecommerce is growing – and will continue to do so. But beauty shoppers certainly aren’t abandoning brick-and-mortar.
Over a third (37%) of consumers spend between $1 and $50 each month on beauty products purchased in a physical store. And just under a third (32%) spend more than $100 in-store each month.
While a strong digital presence is essential, brands and retailers must also focus on delivering outstanding in-store experiences that attract, convert, and retain today’s beauty shoppers.
In-Store Beauty Shoppers are Open to Trying New Products
For many consumers, new products make up a significant portion of their in-store beauty spending. 40% of shoppers say 26-50% of their in-store beauty purchases from the past 12 months were for products they’ve never purchased before.
It’s clear in-store shoppers are open to trying new beauty products. However, brands and retailers must ensure they have all the information they need to make informed, confident purchase decisions.
