Last year, Lisa Gattfield lavished her three children with the best of gifts, ranging from UGG boots to a day of beauty at a local salon. This year, with her husband out of work, she’s scouring newspaper advertisements for one-day sales and clipping coupons. She doesn’t seem to mind; instead she feels pretty accomplished. No matter what you call her — frugal, a recessionista or just a plain old realist, Gattfield represents many women in American who are finding new ways to make their budgets stretch this holiday season.
Many consumers are impressed they can save money. Research from WSL Strategic Retail said 52 percent of all shoppers are proud of the little ways such as coupons or waiting for sales that they are using to save this year. They are even harkening back to the days of the Sixties suburban housewife, suggested WSL, by cooking more at home (62 percent) and doing more things around the house on their own instead of hiring someone (45 percent). Fifty four percent even said they are avoiding shopping temptation. And 35 percent are less likely to put purchases on a credit card now.
The impact these shoppers will have on the mass market this year could be huge. If trends sway the way some think, more consumers may bypass the mall and do more shopping at the local discount, drug or even grocery store. Mass merchants are springing into action, using every promotional tool in the book. Drug Fair of New Jersey will have a Friends and Family Promotion. Meijers is open all day on Thanksgiving. CVS is kicking off a Black Friday promotion starting this weekend. Kmart has its much heralded layaway plan.
Traditional beauty purchases in mass stores should fare well in this environment. Blockbusters such as Markwins should sell through, buyers said, since women may see them as a once-a-year purchase at a good value. Some buyers also think more shoppers might buy appliances such as hair straighteners and at-home salon tools at drug and discount stores.
What is expected to suffer the most, however, is fragrance. Some chains said their management has even told them they can’t have prime promotional space for scents until after hot items such as electronics sell through. Retailers have come to realize that fragrances are a last-minute — what the heck do I get — purchase at mass. No one is expecting a jolly holiday, but mass marketers hope to convert more shoppers to their doors and salvage sales.
Carol Alt is taking the raw food diet that she swears by and applying it to her daily beauty regimen with a four-item skin care line called Raw Essentials, which will be carried exclusively on HSN starting next month. She started the “life-changing benefits” of eating raw foods after fighting illness and fatigue while battering uterine cancer more than a decade ago, she said. From her raw food experiences, she authored two popular books about living a healthy lifestyle, “Eating in the Raw” and “The Raw 50.” Alt spoke to WWD about her new line.
Alt: “When I found out I had cancer, all I did was change what I ate — this diet has reversed my [prognosis] and all I did was be careful about what I put in and on my body. I couldn’t find anything that was clean to apply on my skin, so I decided to come out with my own line.
“Everything I use in the products are in the same form they were in when found in nature and haven’t been heated to the point where the molecular structure has been changed.
“HSN clearly understands that people need to be educated about facts and know that people are looking to buy products that are clean, especially now, when everyone has turned to natural and organic products.”
Walgreens Opens In Times Square: Walgreens returned to Times Square with a three-floor flagship store. The highlight is a massive electronic sign that will promote brands including L’Oréal.
Douglas Opens Flagship in Berlin: Douglas unveiled a 10,800-square-foot store, the largest of Douglas’ 29 locations in Berlin that is part of the German capital city’s new Upper Eastside residential-commercial development area that’s luring investors and shoppers. Sally Beauty Up in 4Q: Sally Beauty Holdings Inc. reported improved fourth-quarter results Thursday, but missed Wall Street analysts’ expectations of 15 cents per diluted share.
This Week In Beauty appears on WWD.com every Friday.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews