Between savings, wellness and technology, this is how Italians approach beauty shopping for Christmas
3' min read
Key points
3' min read
Between savings, wellness and technology, this is how Italians approach beauty shopping in the run-up to Christmas 2024 according to the Beauty Report by Klarna, a global provider of payments and artificial intelligence-assisted shopping services with over 150 million active users globally and 2 million transactions per day.
Beauty on a budget: saving without sacrificing well-being
Saving seems to be the key word this year: Italians know how to optimise their beauty purchases, even in times of economic challenges. With inflation affecting purchasing power, as many as 78% of consumers say they have changed their habits: 33% choose cheaper alternatives, 30% reduce the number of products they buy and 24% constantly look for offers and promotional packages.
The tricks for saving money do not stop there: 66% plan their beauty purchases during sales, 48% use discount codes and 47% compare prices between different shops, demonstrating an increasing focus on budget.
"In a period marked by inflation, when Italians are looking to shop smarter, technology can be a valuable ally," says Karoline Bliemegger, personal finance expert at Klarna. "Taking advantage of free comparison tools like those offered by Klarna and taking advantage of cashback programmes makes it easier than ever to curb spending on beauty products. Although the benefits on each purchase may seem modest, considering that one third of people between the ages of 28 and 43 buy beauty products at least once a week, these savings can add up to a significant sum by the end of the year".
The dupes phenomenon: accessible beauty goes mainstream
.The trend of 'dupes', i.e. affordable versions of luxury products, is increasingly popular: 53% of Italians buy them regularly or occasionally, with perfumes in first place (69%), followed by make-up (42%) and skin care products (31%).
