Supplements and wellness grow as Christmas gifts

Wellness Gifts Gain Popularity This Holiday Season

The holiday season is upon us, and with it comes the usual rush of gift shopping. While traditional items like clothing, perfume, and gadgets are always in demand, a new category is gaining traction: wellness. Retailers like Ulta Beauty and Target are taking notice, expanding their wellness offerings to cater to the growing interest in health-focused products. As a result, wellness gifts are poised to become a staple in many holiday shopping lists.

According to Circana, a market research group, the beauty category’s assortment has become more diverse, with the addition of health and wellness-focused items. These products, such as nutrition and hydration supplements, sleep aids, and stress-relief tools, are no longer relegated to drugstore shelves. Instead, they’re being showcased in specialty beauty retailers and department stores, often with attractive packaging and celebrity endorsements. This shift is driven by consumers’ increasing prioritization of self-care and overall well-being, particularly since the Covid pandemic.

Ulta Beauty’s Expanded Wellness Shop

Ulta Beauty, a leading specialty retailer, has been at the forefront of this trend. The company has carved out more space in its stores for wellness products, introducing a dedicated wellness shop in 2021. The shop features a range of items, including probiotic gummies, sleep masks, and aromatherapy oils. In August, Ulta announced plans to expand the size of these wellness shops to up to 45 feet in about a third of its stores, adding nearly 30 new wellness brands to its roster. This move is expected to cater to the growing demand for wellness products, particularly among millennial shoppers and consumers with higher household incomes.

Ulta’s vice president of wellness, Laura Beres, notes that innovation has sparked more interest in wellness, especially as customers seek solutions for specific life stages, such as pre- and post-pregnancy and menopause. The company is carrying gift sets of wellness items, including an Advent calendar of essential oils and a beauty sleep gift set from Kourtney Kardashian’s vitamins brand, Lemme. While wellness is expected to become a bigger part of the holidays in the future, Beres believes it’s already a significant category, offering a unique combination of relaxation and self-care during the holiday season.

Other Retailers Join the Wellness Trend

Target, another major retailer, is also embracing the wellness trend. The company’s Chief Commercial Officer, Rick Gomez, notes that wellness has become a significant category, cutting across various product lines, including Joylab, a private brand offering workout gear and health-focused products. Target is considering expanding its wellness offerings, potentially dedicating more square footage to the category in the future. Other retailers, such as Bath & Body Works, Walmart, and Sprouts Farmers Market, are also introducing wellness-focused items, including aromatherapy products, supplements, and healthy snacks.

As the holiday season progresses, wellness gifts are likely to gain more attention from shoppers. According to Circana’s Larissa Jensen, wellness items are becoming more accepted and sought after, much like anti-aging skin-care products and gift sets. While they may not be the first thing that comes to mind when thinking of holiday gifts, wellness products offer a unique combination of practicality and self-care, making them an attractive option for those looking to give a thoughtful and beneficial gift.