Despite a dip in consumer confidence in the wake of the budget, Black Friday 2024 delivered respite for beauty sales with a 6.5% growth year on year 

Black Friday and Cyber Monday have become pretty contentious over recent years, with a number of brands going against discounting in favour of promoting slower consumption. Beauty brands and retailers including Deciem and big.Beauty, are just two who have gone against the shopping surge. 

That said, for the brands that did take part, the shopping events provided respite for brands this year as consumer confidence dips and shopping sentiments shift. 

According to market research agency Circana, prestige beauty sales soared as a result of Black Friday 2024. Total sales amounted to £370m, showing that consumers used the season to invest in their favourite products as Christmas approaches.

It comes as no surprise that fragrance sales drove the charge, amounting to £194m – 53% of mix of sales. The figures also spotlight makeup as a growing category, with this segment witnessing an 8.6% percentage change year-on-year and amounting to £73m vs £67m last year. 

Despite the doom and gloom, did prestige beauty take centre stage?

First, the weekend landed on pay day which undoubtedly drove success. Emma Fishwick, UK Account Director at Circana, said: ‘The later phasing of Black Friday this year in comparison to previous years in 2024, coincides with payday for most and Prestige Beauty, once again proves it’s a firm favourite pre-holiday purchase.’

And, the ease of online shopping meant more and more consumers clicked pay too. According to Circana, although both bricks and mortar and online sales were up, online sales accounted for 60% of total sales,resulting in a 7.3% growth on last year. 

With only one weekend before the big day, retailers will be using every trick in the book to push for final Christmas sales as we enter a year of economic uncertainty. 

According to a recent report by PWC which forecasts consumer sentiment over the next year. It reads: ‘The majority of categories are in negative territory, with more shoppers expecting to spend less than spend more over the next 12 months, particularly in discretionary spending categories such as high street hospitality and leisure, and fashion and big ticket purchases.’

However, it’s the teens and tweens that are set to sustain some of beauty’s success over in 2025. The report says: ‘Younger people are looking to spend more across a number of categories, particularly those under 25. When it comes to fashion, health and beauty, going out and holidays, the highest – and only net positive – spending intention is found in the 18-24 age group.’