Are holiday sales spikes a real thing?

If you’ve ever noticed a sudden surge in orders during November or a last-minute rush the week before Valentine’s Day, you’re not imagining things: holiday sales spikes are real.

And if you sell beauty products online, from skincare and cosmetics to giftable bundles, it’s one of the biggest seasonal trends worth tapping into.

From major end-of-year events to unexpected moments like Galentine’s Day or Back-to-School beauty kits, these occasions trigger powerful consumer behavior. But riding the wave takes more than putting a Santa hat on your serum bottles.

You need a solid holiday marketing strategy that works with your product calendar, audience needs, and fulfillment method (especially if you’re in beauty dropshipping).

Let’s break down how to make the magic of the holidays work for your brand.

Are holiday sales spikes real?

Short answer? Yes.

According to the National Retail Federation (NRF), U.S. holiday retail sales during November and December have consistently grown year-over-year, with consumers spending over $994 billion in 2024 alone. And on top of that, health and personal care stores were up 9% in sales during the 2024 holiday season, the second highest growing category.

But the holidays aren’t just limited to Christmas or Black Friday:

• Mother’s Day: Mother’s Day spending was expected to reach over 33 billion this year, with an average shopper spending $254 on gifts and celebrations for this holiday.
• Father’s Day: Father’s Day spending is expected to reach over $24 billion in sales this year.
• Valentine’s Day: Valentine’s Day spending reached a record of $27.5 billion this year.
• Back-to-School: While typically associated with kids, this is also when consumers reset routines and refresh personal care items. Back-to-school spending is expected to reach $39 billion.

This means seasonal trends are happening year-round, and brands that prepare for them reap the rewards.

Why holiday sales matter for beauty brands

Beauty is inherently giftable, personal, and fun.

That makes it one of the most profitable categories during gifting seasons. From stocking stuffers to intimate Valentine’s Day gifts, the beauty category thrives in:

• Impulse buys
• Bundle deals
• Limited edition packaging
• Last-minute gift options

With the rise of beauty dropshipping and private labeling, beauty brands can now test seasonal products without massive inventory investments, making it easier to stay agile and profitable throughout the year. 

5 ways to capitalize on holiday sales spikes

Start actioning seasonal trends in your beauty business. Here are five ways to get started: 

1. Plan around peak holidays (and niche ones too) 

Don’t wait until November to start thinking about the holidays. This will just leave you scrambling as well as missing out on so many other opportunities throughout the year.

Map out your full calendar now, including:

• Valentine’s Day
• Mother’s Day 
• Father’s Day
• Pride Month
• Back-to-School
• Halloween
• Black Friday/Cyber Monday
• Christmas/Hanukkah
• New Year’s

Build unique campaigns around each of these moments, not just in Q4. Use seasonal trends to guide product selections and promotional timing.

2. Create holiday beauty gifts that convert 

Gift-ready beauty bundles are perfect for seasonal promotions. It helps the gift-giver save time and energy on a thoughtful present.

Some holiday beauty gift ideas include:

• Mini skincare kits (perfect for stocking stuffers or travel)
• Self-care packages (face masks, bath bombs, aromatherapy)
• Personalized product combos (lipstick + liner sets, shampoo + conditioner sets)
• Men's grooming kits (aftershave, cologne, or gels)

For example, Manscaped has an entire landing page dedicated to Father’s Day gifts featuring bundles and singular products. 

If you use a private label or dropshipping partner like Blanka, you can brand these items without holding inventory. This is ideal for holiday agility since you can scale for the busier months without worrying about overhead.

3. Run strategic promotions with a holiday hook 

Craft offers that are time-sensitive and themed to create excitement and urgency among consumers.

Some promotions might include:

• "12 Days of Gifting" flash sales
• Holiday advent calendars
• BOGO on bestsellers for Valentine’s or Mother’s Day
• Free gift with purchase when spending over a certain amount

Tie messaging to the emotional side of gifting. Consumers buy from brands that feel thoughtful, especially when it comes to gift-giving. 

4. Optimize your website for seasonal conversions 

Make sure your site reflects the season and holiday you’re celebrating. This will not only build excitement among visitors but also encourage them to make gift purchases.

Some of the website updates you can do include: 

• Update your homepage banners and product imagery to be the theme of the holiday
• Add a "Gift Ideas" or "Holiday Sets" category
• Use urgency copy ("Limited Edition" or "Selling Fast!")
• Place any deals or promotions on the homepage for visitors to easily access
• Build dedicated landing pages for the holiday, similar to Manscaped above or Pottery Barn with Mother’s Day: 

Also, check that your mobile experience is seamless—many holiday beauty shoppers will be browsing from their phones.

5. Use content to fuel awareness & inspiration

Content marketing in beauty businesses helps to build momentum leading up to a big shopping moment. It’s a low-hanging fruit tactic to build relevant guides or listicles that hit the keywords shoppers might be searching for during the holidays, such as:

• Best gifts for your dad for Father’s Day 
• Unique Valentine’s Day gifts for your girlfriend 
• Best beauty stocking stuffers 

For your own content, some ideas could include:

• Holiday gift guides on your beauty blog
• Holiday gift listicles on your beauty blog 
• Social media reels with "get ready with me" gift themes
• Email marketing countdowns to your biggest sale days

Remember, most shoppers start browsing early, so your holiday marketing strategy should start at least 4-6 weeks ahead of the actual date.

Holiday sales & dropshipping: a smart combo

If you're running a beauty dropshipping business, lucky for you, you're already set up to easily adapt to seasonal highs. 

Don’t believe us? Here's why beauty dropshipping works so well with seasonal trends: 

• There’s no need to over order or worry about unsold stock
• It’s easy to test limited edition or themed products
• You can ship products directly to customers without delays

Platforms like Blanka make it easier than ever to brand holiday products and launch fast, without high overhead and time investments.

Holiday sales = real beauty business opportunities

Holiday sales spikes aren’t just hype—they’re a proven opportunity to scale your beauty business. Whether you’re focused on Christmas, Valentine’s Day, or less obvious moments like Back-to-School or Pride Month, the key is to be prepared. 

With the right holiday marketing strategy, you can position your brand to stand out, sell smarter, and build long-term customer loyalty.

Thanks to beauty dropshipping and private labeling partners, it's easier than ever to create holiday beauty gifts that feel premium without tying up your cash flow. By leaning into seasonal trends and building timely campaigns, you’re not just selling more—you’re creating memorable brand moments that drive repeat business all year round.

Start planning for holiday sales spikes today.

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