NPD: Consumers Purchasing To Relieve Stress

Consumers hunkered down in their homes and feeling the anxiety and stress of the ongoing COVID-19 pandemic have been purchasing at-home remedies to relieve their stress as well as self-help books, candles and massaging appliances, each up double-digits this year, according to The NPD Group.

In the six months ending October 2020, consumers purchased 5.6 million massaging appliances, an 86% increase compared to the same time last year, NPD’s Checkout service reported. Limitations on the ability to visit professional therapeutic services, and the related cost savings, has consumers investing in the massaging products. The average amount spent on massaging appliances between January and October was 38% higher than was the case in 2019, making it the category with the third largest increase in average selling price across all general merchandise industries tracked by NPD. Dollar sales of massaging appliances continued to grow by more than 50% through the 2020 holiday season.

“Massaging appliances can solve a variety of consumer wellness needs that have escalated since the start of the COVID-19 pandemic,” stated Joe Derochowski, NPD’s home industry advisor. “Whether it is to relieve stress, soothe a sore back from a makeshift home workspace, or just find some much-needed relaxation, these products fit into the consumer’s broader quest for comfort during challenging times, which will make them a popular holiday gift to splurge on.”

In addition to massaging appliances, growth in beauty and related categories that engage the senses of smell and touch has been notable. Since March, candles and home fragrance ancillary gift sets have both seen double-digit dollar gains, as did body exfoliator skincare products, nail care and nail tools and accessories, a trend that has continued in the prestige beauty industry through the holiday season, NPD noted.