Manscaping goes mainstream and retailers are on top of trend
Retailers are enjoying solid sales of male grooming aids this holiday season, according to NPD.
Men’s grooming products are perennially popular holiday items because they provide a convenient gift-giving solution, but this trend is even more evident this year based on NPD’s findings.
Men’s grooming appliances include men’s electric shavers, facial trimmers, home hair clippers, pen trimmers, body groomers and nose/ear trimmers.
“Today, men’s grooming trends get almost as much Hollywood buzz as women’s hairstyles and red carpet fashion,” said Debra Mednick, executive director of the NPD Group’s home business. “Whether it is a perfectly manicured mustache, a smooth shave or just a daily grooming ritual, men are tending to themselves more and more.”
According to the NPD Group’s Consumer Tracking Service, in the last 12 months, ending October 2012, dollar sales of men’s grooming appliances increased by 5%, and 18% of men’s grooming dollars came from gift purchases. Gift purchases increased 36% compared to last year.
Furthermore, men’s grooming appliances purchased for the holidays gained 34%, now representing 12% of dollar sales for the year. Online sales of men’s grooming appliances also fared well, growing 29%, and representing 15% of dollar sales this past year. Males account for 60% of sales, but female purchases of men’s grooming appliances increased 20%.
The tracking service also found that 25-34 year olds and 45-54 year olds each purchased 20% of units sold and pen trimmers saw the largest growth, up 28% in both units and dollars.
According to the NPD Group’s Weekly Retail Tracking Service, men’s grooming appliance sales experienced a decline during the 2012 Black Friday week, but got a slight boost the week of Cyber Monday with a 2% increase in dollar sales.
Pen trimmers got the largest boost during both Black Friday and Cyber Monday weeks, with significant double-digit increases in both units and dollars. Ultimately, Cyber Monday was most important for the men’s shaver business. Men’s electric shavers experienced more than a 5% increase in dollar sales during Cyber Monday week, but declined in sales during Black Friday week.