Affordable items to drive US makeup sales during the holiday season

The demand for stocking fillers is set to give the US prestige beauty sector a boost over the holidays, according to a market prediction by analyst firm the NPD Group.

Small and affordable items, such as eyeliners and facial masks, will help drive beauty sales during the holiday season, according to the researcher. 

Karen Grant, vice president and global industry analyst for the NPD Group, said: “The smaller items that don’t generally get the big headlines will have a big impact on the market this holiday season. Taking advantage of opportunities in unexpected spaces is key in today’s shifting prestige beauty market,” she said.

NPD forecasts that makeup, the market sales leader in prestige beauty, will continue to boom over the holidays, particularly the segment’s key drivers: eye and lip products.

Brands' increased efforts in engaging with consumers over the holidays will also bolster beauty sales, according to NPD.