Current shopping trends indicate that our buying habits have taken a surprising turn this Christmas

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“Retailers surveyed by WWD during the last two weeks said beauty self-purchasing is outpacing gift buying at the nation’s mass-market stores. That’s caused a shift in their buying patterns to reduce fragrance sets to make more space for single items and cosmetics sets shoppers are snapping up for themselves. In fact, according to Marshal Cohen, chief industry analyst for The NPD Group, the doorbusters luring shoppers into stores on Thanksgiving and Black Friday this year were often ‘self-gifts.’

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“The chilling fact is that mass-market chains are no longer viable contenders to wrest beauty holiday sales away from department or specialty doors. Department stores offer better value for premium products in concepts such as Macy’s Impulse Beauty. Sephora and Ulta have hit critical mass in store count so shoppers don’t need to rely on a drugstore or discounter. To top it off, the offer from mass fragrance companies isn’t compelling enough to be on holiday wish lists. ‘It feels as if everyone has thrown in the towel already and accepted it’s going to be a brutal season,’ said WSL Strategic Retail’s founder Wendy Liebmann, adding that need not be the case if retailers put more innovation into stores as she’s seen at Sephora and the U.K.’s Selfridges. She also advises not offering such drastic promotions so early.”

Read more at  WWD .