Black Friday Beauty Frenzy: Insights into Shopping Habits
Let’s take a look at what our Beauty Buddies have to say on the subject.
Black Friday is more than just a day; it’s a global phenomenon that marks the unofficial start of the holiday shopping season. Rooted in U.S. tradition, the day after Thanksgiving has evolved from in-store doorbuster deals to a massive online and offline event that spans days—or even weeks—of discounts and promotions. For beauty lovers, Black Friday is the ultimate opportunity to indulge in luxury products, snag exclusive deals, and tick off their holiday shopping lists.
But what makes Black Friday so irresistible for beauty enthusiasts? The answer lies in the unique mix of anticipation, savings, and discovery that defines this shopping event.
Why Black Friday Matters in the Beauty Industry
For the beauty world, Black Friday is no ordinary sales day. It’s a showcase of limited-edition holiday sets, cult-favourite products at unbeatable prices, and innovative launches designed to entice shoppers. Unlike other sales events, Black Friday offers a chance to combine savings with a sense of urgency—deals are often time-sensitive and sell out quickly, adding to the excitement.
From budget-friendly drugstore brands to high-end luxury names, beauty shoppers find something for every budget. It’s also a time when brands go all out with special bundles, freebies, and tiered discounts that reward bigger spenders.
Moreover, the rise of digital shopping has amplified the event’s reach. Apps like Beauty Buddy make it easier than ever for consumers to research products, read honest reviews, and compare deals before making a purchase.
In recent years, Black Friday has stretched beyond its traditional boundaries. Many retailers now kick off deals days or even weeks in advance, blending into what’s known as Cyber Week. For beauty enthusiasts, this extended timeline allows for thoughtful planning but also means they need to act quickly to secure the best deals before stocks run out.
What We’ve Learned About Beauty Shoppers
At Beauty Buddy, we’ve seen firsthand how Black Friday shapes the way people shop for beauty. From self-care essentials to holiday gift sets, the focus varies widely—but one thing remains consistent: Black Friday is a day of discovery. Shoppers explore new products, revisit trusted favorites, and often make decisions influenced by peer reviews and recommendations.
Through our recent survey, we aimed to answer key questions like:
What are shoppers looking to buy? Are skincare and makeup the big winners, or do hair care and fragrances steal the show?
Who are they shopping for? Are Black Friday beauty purchases self-gifts, thoughtful presents for loved ones, or a mix of both?
How do they prepare? Are customers waiting for flash sales, researching deals in advance, or relying on social media influencers for guidance?
This year’s Black Friday has proven to be one of the most dynamic yet, and we’re excited to present the results of our market research survey below. These insights reveal the latest trends, habits, and preferences of beauty enthusiasts.
As you explore the findings, remember: Black Friday is about more than just shopping—it’s about discovering joy in beauty at irresistible prices.
81% of beauty enthusiasts plan to shop for beauty and cosmetics products this Black Friday
Our Survey had revealed, showcasing the event’s undeniable appeal within the industry. While 14% remain undecided, only a small 4% have opted out, emphasizing the strong draw of Black Friday deals for beauty shoppers.
Top Black Friday Motivations
Our survey shows that 84% of beauty shoppers are driven by discounts and deals, making it the leading motivator for Black Friday shopping.
Additionally, 65% are excited to try new products, while 61% shop for gifting opportunities or to stock up on favourites, highlighting the event’s blend of savings, discovery, and practicality.
Most Popular Black Friday Purchases
Makeup leads the list of Black Friday beauty buys, with 87% of shoppers planning to purchase it, followed closely by skincare at 85%.
Fragrances also rank high at 76%, reflecting their popularity as both personal indulgences and gifts.
Haircare appeals to 62%, while 50% of shoppers are eyeing tools and accessories, rounding out the diverse range of beauty products in demand.
Black Friday Shopping Intentions
The survey reveals that 81% of shoppers are purchasing for both themselves and others this Black Friday, making it a balanced mix of self-indulgence and gift-giving.
15% are shopping primarily for themselves, while 4% are focusing on buying gifts for others.
Gift Recipients This Black Friday
When it comes to gifting, 92% of shoppers are purchasing for family, making it the top recipient group this Black Friday.
59% are buying gifts for friends, while 16% are considering colleagues.
Additionally, 7% selected N/A, indicating no gift purchases.
Shopping Preferences for Black Friday
The majority of shoppers, 67%, prefer to shop both online and in-store during Black Friday, taking advantage of both the convenience of online shopping and the in-store experience.
32% choose to shop exclusively online, while only 1% opt for in-store shopping alone.
Black Friday Purchase Planning
A significant 64% of shoppers tend to decide spontaneously when it comes to their Black Friday purchases, embracing the excitement of the event.
Meanwhile, 36% prefer to plan in advance, ensuring they make strategic, well-thought-out buys.
How Shoppers Discover Black Friday Beauty Deals
When it comes to finding Black Friday beauty deals, 84% of shoppers rely on social media ads or posts for the latest offers.
71% turn to brand websites, while 55% follow beauty influencers or blogs for recommendations.
51% use email newsletters to stay informed, and 41% trust word of mouth from friends or family.
Brand Loyalty During Black Friday
The majority of shoppers, 56%, sometimes shop from the same brands every year during Black Friday, showing a mix of loyalty and exploration.
22% stick to their favourite brands consistently, while the remaining 22% prefer to try new options and don’t shop with the same brands each year.
How Shoppers Track Their Spending on Black Friday
When it comes to managing their Black Friday budget, 39% of shoppers prefer tracking as they shop to stay on top of their spending.
33% don’t track at all, buying what they want without limits, while 28% set a budget beforehand to keep their spending in check.
Targeted Beauty Brands for Black Friday
Our survey shows that 52% of shoppers are specifically targeting certain beauty or cosmetics brands this Black Friday, indicating strong brand loyalty or desire for specific products.
Meanwhile, 48% are open to exploring various brands without a particular target in mind.
Most Appealing Black Friday Promotions
Survey results reveal that 86% of shoppers are drawn to percentage discounts (e.g., 30% off), making them the most appealing promotion.
73% are interested in free gifts with purchase, while 69% find buy one, get one free offers irresistible.
Additionally, 62% value free shipping as an attractive perk during Black Friday shopping.
Black Friday Beauty Spending Plans
Survey respondents revealed their spending intentions for Black Friday beauty purchases, with 14% planning to spend less than €50, 36% budgeting between €50–€100, 35% aiming for €100–€200, and 16% planning to spend over €200.
Are you keen to gather valuable feedback and insights directly from your target audience? Don't hesitate to reach out to us today to discuss the exciting possibilities of running targeted surveys. Let us help you achieve your goals!
We understand the importance of knowing your target audience. Do you make assumptions about your consumers, their preferences, opinions and needs? Understanding your consumers is key to ensuring your business decisions are well-informed and effective.
AT PXBB we run targeted survey campaigns, through Beauty Buddy the app, for our clients. Surveys provide answers, generate fresh data and insights, they substantiate assumptions and also help identify new trends.
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