At the very top of the holiday gift list, you’ll find cosmetics and liquor. Data shows that the conversion rate for makeup, skincare and fragrance almost triples on Black Friday and Cyber Monday, and, crucially, remains pretty high until mid-January. In fact, this is the only sector where retailers sell more during the post-holiday season than they do during the pre-holiday season – reflecting the fact that, once hooked, many consumers repeat-buy these products.
Another thing to keep in mind when promoting cosmetics on your platform is that shoppers favor gift sets over individual items – during the holiday season, gift boxes get double the recorded conversion rate than they do the rest of the year. When it comes to gift-giving, in general, buyers want to multiply their chances of getting it right!
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