Skip to main content

Mass retailers top destination for beauty shoppers – study

| Research tools

An ongoing shopper behaviour study has found that mass retailers are still the most popular destinations for US shoppers looking to buy beauty products.

The study, conducted by The Integer Group and M/A/R/C Research, found that 42.5% of total beauty shoppers preferred mass retailers in 2014 (although that was down from 43.7% in the previous year). The report noted: “The popularity of this channel is most likely due to the variety of product assortment as well as price points provided by mass beauty.”

However, the study also found that despite upgrades to the beauty aisle at both Target and Walmart, shoppers haven't quite latched on to the idea of "mass-tige", and shop elsewhere for their premium beauty products. As a result, department stores such as Nordstrom and Macy's saw the biggest increase in shoppers looking for their beauty needs. Shoppers say it's because department stores offer high-quality products, all of the products they are looking for, and they get to try before they buy.

The study also shows more people buying beauty purchases through Amazon, with the percentage doubling in 2014. Overall, few shoppers conducted online research to find the best beauty products for them, with women conducting the most research. Also, while women relied on search engines, retailer websites, brand websites, and beauty blogs for information, males relied on retailer and brand websites equally and then turned to magazine websites. Social media remains the least used resource according to the study.


Pin It

Related Articles

More Pick n Pay smart shoppers switching points...

Pick n Pay Smart Shopper customers are increasingly spending their points on airtime and data, a popular loyalty reward exclusive for retailer Pick n Pay.

Mr D versus Checkers Sixty60, Woolies Dash, Ube...

By: Staff Writer - MyBroadBand Mr D Groceries has partnered with Pick n Pay stores across South Africa to give shoppers access to more than 27,000 food products at in-store prices – including drinks, meat, snacks, fresh produce, and more.

These are South Africa’s most popular loyalty p...

By: Lynette Dicey - BusinessLive Loyalty programme usage in South Africa has grown from 67% in 2015 to 76% in 2023/2024 across both gender and income categories, says the most recent “South African Loyalty Landscape Whitepaper” by Truth &...

New Research Finds 84% of South Africans Demand...

NSF study shows a significant shift towards ethical consumerism is underway in South Africa, with a majority of consumers calling for clear animal wellness transparency and compliance. 

Take heed of these new retail trends that emerg...

By Karen Keylock | National Retail Services Manager at Nedbank Commercial Banking South African consumers are under financial strain and, consequently, the way they shop has changed. And with further economic uncertainty expected in the coming ye...