Major retailers are pushing wellness products as holiday gifts, marking a cultural shift where supplements and self-care items compete with traditional presents under the Christmas tree.
Story Highlights
Retailers like Ulta Beauty and Target are expanding wellness sections to capitalize on post-pandemic health trends
Holiday shoppers plan to spend an average of $247 on beauty and wellness gifts, making it the fourth-highest spending category
Wellness products offer practical value during inflationary times while appealing to millennial and Gen Z consumers
Major brands are repackaging traditional health items with celebrity endorsements and premium positioning
Retailers Capitalize on Post-Pandemic Health Consciousness
The wellness gift trend represents retailers seizing on Americans’ heightened focus on personal health since the COVID-19 pandemic. Ulta Beauty expanded its in-store wellness shops from 4-8 feet of shelf space to up to 45 feet in about one-third of its 1,450 stores. The retailer now carries nearly 100 wellness brands, adding 30 new ones recently to meet consumer demand for “beauty from within” products including probiotic gummies, sleep masks, and aromatherapy oils.
Target’s Chief Commercial Officer Rick Gomez confirmed wellness has become a trending category across multiple product lines, from Joylab workout gear to Khloe Kardashian’s protein popcorn. The retailer plans to potentially expand wellness even further next year when its Ulta Beauty partnership ends in August. This strategic pivot reflects retailers’ recognition that health-conscious consumers represent a lucrative market willing to pay premium prices for perceived wellness benefits.
Supplements in your stocking: Why wellness gifts are gaining steam for the holidays and beyond https://t.co/uu8ukSvo6R
Traditional drugstore health products have received significant makeovers through celebrity endorsements and attractive packaging. Ulta now carries Kourtney Kardashian’s Lemme vitamin brand in holiday gift sets, while Target features Khloe Kardashian’s protein products. Bath & Body Works launched a wellness fragrance collection called “Water Winter Mint” with ingredients like hyaluronic acid and shea butter, positioning basic body care as therapeutic wellness solutions.
This celebrity-driven transformation elevates everyday supplements and health items into giftable luxury products. Neom Wellbeing, a UK-based company selling through Amazon and Ulta, reports strong sales of sub-$20 stocking stuffers that promise sleep improvement. The strategy capitalizes on consumers’ willingness to pay more for products endorsed by trusted celebrity figures, particularly when addressing specific health concerns like stress relief or sleep quality.
Economic Factors Make Wellness Gifts Appealing
Inflation-conscious shoppers find wellness products attractive because they deliver practical benefits alongside gift appeal. Amanda Kahn from Neom Wellbeing noted these items “feel very giftable while also delivering a benefit that everyone can use.” Holiday shoppers average $247 in beauty and wellness spending, making it the fourth-highest category according to Circana research, with November and December representing 25% of annual prestige beauty purchases.
The wellness trend particularly resonates with millennial shoppers and households earning over $100,000, according to Ulta’s data. Companies like Grüns have expanded from basic superfood gummies to holiday-themed products including Grinch-inspired flavors, targeting both gift-givers and personal purchasers. Walmart carries vitamin patches from Barrière that resemble stickers, while Best Buy sells Oura health-tracking rings, demonstrating how wellness has expanded beyond traditional beauty retailers into mainstream commerce.
