Despite the challenges posed by the pandemic, this year's Black Friday showcased alluring discounts on health and beauty products. With the ongoing restrictions affecting in-store experiences, retailers needed help maintaining demand. However, the unwavering consumer desire to prioritize personal well-being suggests resilience in this category. Retail competitors, spanning discounters to department stores, are strategically vying to be premier beauty destinations, catering to the evolving preferences of online shoppers. To gauge retailers' pricing strategies, scrape health & beauty Prices data to assess prices at Amazon, JC Penney, Macy's, Overstock, Neiman Marcus, Nordstrom, Target, and Walmart during the pre-sale and Black Friday through Cyber Monday periods.
To unravel insights into retailers' competitive pricing tactics, we scrutinized three scenarios—whether prices decreased, increased, or remained unchanged in the final week of November 2020. Remarkably, 90.0% of health and beauty products maintained consistent pricing between the pre-sale and sales periods. Target stood out, with an impressive 97.7% of its health and beauty prices remaining unchanged. Amazon led in price decreases (16.1%), focusing on men's fragrances, women's fragrances, and men's hair care. It signals Amazon's intent to attract a broader health and beauty consumer base, including men, by enhancing affordability. Conversely, Amazon also recorded the highest proportion of health and beauty products with a price increase (6.0%), notably in men's fragrances (15.3%). Target had the lowest proportion of products with price decreases (0.8%).
On Black Friday, Target emerged as the most generous among health and beauty products with price decreases, offering an average discount of 37.6%, surpassing Overstock's 6.2%. However, this applied to only ten products for Target compared to Overstock's 798. Joint health and beauty products with the highest average discounts included face makeup, men's fragrances, men's hair care, shampoo, and conditioner.
For products with price increases on Black Friday, Nordstrom exhibited the highest average price hike (41.8% on one women's fragrance), while Walmart presented the lowest (11.3% on 230 products). These insights indicate Target's aggressive approach with potential loss leaders and Amazon's strategy to boost health and beauty sales among male buyers.
In the current year, most retailers opted to provide more supplementary discounts on health and beauty products on Cyber Monday than Black Friday, potentially driven by a priority to clear inventory before year-end. JC Penney & Macy's were exceptions to this trend. Notably, the primary product types receiving additional discounts were shave and hair removal, women's fragrance, and makeup.
On Cyber Monday, Amazon provided additional discounts on the highest amount of health and beauty products (20.1%), surpassing Target's 2.0%. Amazon focused on men's hair care,
Half of the retailers, including Amazon, JC Penney, Nordstrom, and Overstock, opted for more substantial discounts on health and beauty products on Cyber Monday compared to Black Friday. This strategic move, possibly aimed at clearing out inventory by year-end, resulted in Cyber Monday discounts ranging from 35.0% at Nordstrom to 7.8% at Overstock.
Conversely, Neiman Marcus and Walmart maintained consistent discount levels on Black Friday and Cyber Monday. Shampoo and conditioner, face makeup, and men’s hair care were the health and beauty product types receiving the most substantial discounts on both
For nearly all retailers, the percentage of health and beauty products with additional discounts was higher on Cyber Monday than on Black Friday. Overstock led with the highest proportion (20.2%), slightly surpassing Amazon (20.0%).
JC Penney featured a higher percentage of products with additional discounts on Black Friday, while Neiman Marcus maintained the same percentage on both sales days. Except for JC Penney and Neiman Marcus, all retailers allocated the highest percentage of additional discounts to health and beauty products at the premium level. This strategic move aims to attract upscale shoppers and make premium goods accessible to a broader consumer audience.
Half the retailers, including JC Penney, Nordstrom, Target, and Walmart, presented deeper discounts on Black Friday than on Cyber Monday. Target emerged as the most generous, offering an average additional discount of 39.7% on Black Friday. It ranged from 50.1% on moderately premium health and beauty products to 28.6% for high-premium items. Target's approach aimed to enhance affordability and competitiveness as a beauty destination, making premium items accessible to a broader consumer base.
Conversely, Amazon, Overstock, and Macy’s demonstrated extraordinary generosity with additional discounts on Cyber Monday. Among high-premium health and beauty products, Macy’s offered the major discounts (30.3%), surpassing department store rival JC Penney (29.4%) in the competition for upscale shoppers.
Black Friday and Cyber Monday 2020: Retailers' Strategic Pricing Unveiled for Market Expansion and Customer Appeal in Health & Beauty"
"Explore our in-depth analysis for insights into how retailers navigated pricing strategies to stand out and thrive in the competitive e-commerce landscape during Black Friday and Cyber Monday 2020."
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