Wellness Gifts: A New Holiday Trend

Wellness Products Take Center Stage

The holiday shopping scene is evolving. Consumers are moving beyond traditional gifts like clothes and gadgets, opting for wellness products instead. Retailers like Ulta Beauty and Target are expanding their wellness sections to meet this growing demand.

A Trend Born from the Pandemic

The shift towards wellness products began during the COVID-19 pandemic. As people focused more on self-care and overall well-being, the demand for wellness items surged. These products are no longer confined to drugstores; they have made their way into beauty sections with improved packaging and endorsements from influencers and celebrities.

Ulta Beauty's Wellness Expansion

Ulta Beauty has embraced this trend wholeheartedly. They have opened wellness shops within their stores, offering items like probiotic gummies and sleep masks. The company plans to expand these shops and add more wellness brands to their lineup.

Ulta's customer base is diverse, but millennials and high-income earners are driving the demand. To cater to this trend, Ulta is introducing gift sets that include essential oils and beauty sleep kits.

Bath & Body Works Joins the Trend

Bath & Body Works is also capitalizing on the wellness trend. They have launched a new wellness fragrance collection featuring ingredients like hyaluronic acid and shea butter.

Target's Wellness Initiatives

Target is another retailer embracing wellness. Their private brand, Joylab, offers workout gear, and they sell protein popcorn from Khloe Kardashian. Target's Chief Commercial Officer, Rick Gomez, highlights wellness as a growing category. He even bought protein powder as a gift for his nephew. Target is considering giving wellness more space next year.

Other Retailers Jump on the Bandwagon

Walmart is also selling wellness items for the holidays, targeting millennials and Gen Z shoppers. Best Buy offers health-tracking wearables like Oura rings, while Kohl's carries massage guns and portable ice baths. Consumers are buying these items for themselves while shopping for others.

The Future of Wellness Products

Wellness products are becoming more accepted and are no longer seen as taboo. People are now requesting them as gifts, and this trend is expected to grow in the coming years. The high price tags and wider acceptance make them popular choices.