Post-Christmas, it’s never too early for beauty brands to start thinking about the key gifting periods in the calendar and make any necessary plans and adjustments to improve current processes.
According to Caroline Varga, who is head of Uber Direct UK & Ireland, the final few months of the year always present a huge opportunity for beauty brands. “A large chunk of their annual sales will happen around the so-called ‘golden quarter’, between October and December, when people are purchasing gifts for their friends and family,” she revealed.
This was highlighted by the British Retail Consortium’s latest report, which showed that while sales for many categories dropped in Christmas 2024, beauty products still “made a strong showing under the tree this year,” according to the researchers.
Varga said that shoppers often make last-minute purchases of items such as cosmetics and fragrances.
“Whether someone has forgotten to buy their partner’s favourite perfume or wants to treat their sister to new makeup for Christmas, retailers need to be ready for the rush by making it as easy as possible for shoppers to buy and receive purchases.” she continued.
“A positive customer experience during this time can not only boost a brand’s image but can also lead to an increased sense of loyalty: encouraging seasonal shoppers to spend even more with them in the long run.”
Here, Varga shares her expertise on ways to maximise sales during the holiday season in 2025, as well as other key gifting periods in the calendar year.
Offer faster, more flexible delivery options
“One way that retailers can provide an enjoyable shopping experience is by offering faster and more flexible delivery options.
People want to feel as though they have control over when their online purchases will arrive – particularly during the festive season, when they are likely to be pulled in different directions by social and work commitments,” she explained.
A growing desire for convenient delivery options is reflected in consumers’ preferences today, with many now expecting to receive their goods on the day of purchase.
Uber Direct’s research discovered that 86% of consumers wanted same-day delivery, while 57% also wanted an on-demand delivery option (within two hours) for beauty products.
This expectation that deliveries should fit around their schedules is also influencing whether consumers follow through with a purchase.
According to our research, 51% are more likely to buy from a retailer that allows them to choose a 60-minute time slot on next day-delivery.”
Expand your shipping methods
“Many online retailers will struggle to offer such precise delivery times, due to their current fulfilment processes. They often ship products from a small number of national distribution centres, where drivers load hundreds of parcels onto vans at a time to do their daily delivery rounds.
However, an alternative approach to distribution has grown rapidly in recent years. Supermarkets have led the way in adopting this approach, showing consumers that it is possible to provide delivery options that are quick or can arrive at a time of the shopper’s choosing. They have achieved this by shipping groceries from stores using established courier networks such as Uber Eats.
This model is benefiting retailers beyond the grocery sector and includes beauty products. Rather than building an in-house rapid logistics service, brands are supplementing their existing delivery options with a white-labelled service provided by a courier network.
This is providing their customers with a mix of delivery options – from faster on-demand options to standard delivery times – meaning they can cater to planned purchases and impulse buys. If customers are panicking about whether a gift will arrive on time, courier networks also offer greater visibility, with live tracking helping to reduce the number of enquiries about order status."
Give an option to buy nearby stock
If beauty retailers want to capture those last-minute purchases, ensuring customers have the option to buy nearby stock is a must. When the orders start coming in thick and fast during the busier months, this ability to ship from store will give them a competitive edge over their rivals.
Instead of traipsing around the high street when they don’t have time, shoppers will value the option to sit back and have products delivered to their door within hours. This also offers those last-minute present buyers peace of mind should they miss the standard delivery cut off times before the holiday season.
If beauty brands can make this peak season delivery experience seamless, they will not only boost short-term revenues but also build loyalty, which will help keep shoppers coming back for more throughout the rest of the year too.
