Dec 22, 2022
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Beauty resilient despite cost-of-living crisis - Bazaarvoice report

Dec 22, 2022

There may be a cost-of-living crisis raging as the backdrop to most consumer shopping decisions at present, but UK consumers are still happy to pay for quality, with 79% prepared to do so over anything else.

Photo: Pixabay/Public domain

And when it comes to paying for quality, beauty is the key category they’re happy to splash the cash on. 

New data from a survey of 1,000 people in Bazaarvoice’s Influenster community shows that two out of three consumers say their shopping habits have been affected by inflation (68%) and almost all are actively price-matching to get the best deals (98%). 

Some 48% of Britons have also been choosing to purchase more own label products in recent months but a healthy majority are ready to spend more to get quality when it comes to skincare (77%), cosmetics (71%) and haircare (66%). That easily beats the 33% who say the same for the clothing category.

Some 79% agree that the quality of a product is most likely to convince them to pay more for a purchase, far ahead of the product’s brand name (31%) or whether it’s cruelty-free or eco-friendly (23%).

Of course, they may be prepared to pay for quality but they’re still looking for the best price and as mentioned, most are actively price-matching to get the best deals. Despite many retailers celebrating their biggest Black Friday sales ever, a third of consumers felt under pressure to make the most of the discount sales event in order to get the best deals (34%).

But interestingly, 58% of consumers say they’re willing to pay more for a product that has become their “go-to” choice following a good previous experience. 

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