Report: Men's Grooming Appliances Sales Strong in 2012
Dec 19, 2012
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A report from NPD Group indicates that retail sales of men's personal care appliances have grown in 2012. The research group found that, in the last year:
* Dollar-sales of men's grooming appliances were up 5%.
* Gift purchases account for 18% of men's grooming dollars spent.
* Such gift purchases were up 36% over 2011.
* Men's grooming appliances bought as holiday gifts were up 34%, and now represent 12% of dollar sales for the year.
* Online sales of men's grooming appliances were up 29%, and these sales represent 15% of dollar sales in 2012.
NPD said that pen trimmers saw the largest growth, up 28% in both unit and dollar sales.
"Today, men's grooming trends get almost as much Hollywood buzz as women's hairstyles and red carpet fashion," said Debra Mednick, executive director of The NPD Group's home business. "Whether it is a perfectly manicured mustache, a smooth shave, or just a daily grooming ritual, men are tending to themselves more and more."
Sales of men's grooming appliance were down in 2012 Black Friday week, but it was followed by a 2% increase in dollar sales during the week of Cyber Monday. Pen trimmers saw the largest boost in both weeks, with double-digit increases in both units and dollars.
Cyber Monday saw a more than a 5% increase in dollar sales of men's shavers, but dollar sales declined during Black Friday week.
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