Wellness products are gaining prominence as holiday gifts, with retailers expanding shelf space well ahead of the traditional New Year health push. Supplements, sleep aids, aromatherapy items, and nutrition-focused products are increasingly positioned alongside fragrances and skincare, reflecting shifting consumer priorities during the festive shopping period.
Market data underline the opportunity. November and December account for roughly a quarter of annual spending on prestige beauty, according to Circana. Shoppers expect to spend an average of $247 on beauty gifts this year, making it the fourth-highest holiday spending category. That figure now includes a broader mix of health-led products aimed at nutrition, hydration, rest, and stress relief.
Retailers are responding decisively. Ulta Beauty has expanded wellness sections inside its stores, growing them to as much as 45 feet in about one third of locations and adding close to 30 new brands. Laura Beres, Ulta’s vice president of wellness, said innovation has attracted shoppers across age groups, with strong growth among millennials and higher-income households. “It’s the perfect combination of being able to give someone else the gift of relaxation during the holiday season in a really elevated way that just frankly, hasn’t existed in the market before,” she said.
Brands are also adapting to inflation-driven value seeking. UK-based Neom Wellbeing reported early holiday demand for stocking stuffers priced under $20. “It feels very giftable while also delivering a benefit that everyone can use,” said Amanda Kahn, the company’s US general manager. Bath & Body Works has introduced new wellness fragrance collections and continues to build out its aromatherapy range. “We’re seeing consumers really buy them for themselves, but also for gifts for holiday because who does not want stress relief or sleep, especially around November and December?” said Kristie Lewis, senior vice president of merchandising.
Mass retailers are following suit. Target has expanded nutrition and wellness offerings across categories, from activewear to protein snacks and skincare kits. Chief Commercial Officer Rick Gomez said wellness could gain additional floor space next year as Target rethinks its in-store beauty strategy. Walmart, meanwhile, is stocking giftable wellness items such as vitamin patches and body-care sets, citing steady interest from millennial and Gen Z shoppers.
Circana’s Larissa Jensen said the trend reflects a wider cultural shift toward self-care since the pandemic. “Here’s a little ornament with a lip gloss for you and teeth whitening products for me,” she said, pointing to shoppers buying wellness items for themselves alongside gifts. As acceptance grows and prices rise, Jensen expects wellness products to become a regular feature on holiday wish lists rather than a seasonal novelty.
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