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Globally, shopping online for skincare saw higher discounts than the e-commerce average. The average online discount rate of skincare products was at its highest in the ** at approximately ** percent. In the surveyed time, the discount rate for an online skincare order was at its lowest during the * at just about ** percent.

Seasonal variations and promotional events

Discount rates for skincare products show seasonal fluctuations, with the highest discounts typically occurring during major shopping events. For instance, Amazon Prime Days in 2024 saw beauty and personal care products discounted by an average of ** percent, significantly higher than the usual skincare discount rates. This event has become a major driver of online sales, with Prime members purchasing approximately * items in 2024. The success of such promotions extends beyond participating brands, with non-participating companies also experiencing increased traffic and sales during these periods.

Consumer behavior and market trends

The skincare market is adapting to changing consumer preferences and shopping habits. Keyword searches for "men's skincare" on Google saw a ** increase during the 2023 holiday season compared to 2021 averages, indicating growing interest in this segment. Additionally, social media plays a significant role in driving traffic to skincare e-commerce sites, particularly on mobile devices. In the *, tablets had the highest share of social media referrals at ** percent, while computers had the lowest at just *** percent. These trends underscore the importance of mobile-friendly platforms.