NPD Group: Men's grooming tools are hot this holiday

NEW YORK — Men’s grooming tools are all the buzz this holiday as men’s grooming appliances purchased for the holidays gained 34%, now representing 12% of dollar sales for the year, according to the NPD Group.

“Today, men’s grooming trends get almost as much Hollywood buzz as women’s hairstyles and red carpet fashion,” stated Debra Mednick, executive director of the NPD Group’s home business. “Whether it is a perfectly manicured mustache, a smooth shave or just a daily grooming ritual, men are tending to themselves more and more.”

Men’s grooming appliances include men’s electric shavers, facial trimmers, home hair clippers, pen trimmers, body groomers and nose/ear trimmers.


The NPD Group found, in the 12 months ended Oct. 12, that:

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Dollar sales of men’s grooming appliances increased by 5%. 

Eighteen percent of men’s grooming dollars came from gift purchases, and these gift purchases increased 36% compared to last year;

  • Men’s grooming appliances purchased for the holidays gained 34%, now representing 12% of dollar sales for the year;

  • Online sales of men’s grooming appliances grew 29%, representing 15% of dollar sales this past year;

  • Males account for 60% of sales, but female purchases of men’s grooming appliances increased 20%; and

  • 25- to 34-year-olds and 45- to 54-year-olds each purchased 20% of units sold .

Pen trimmers saw the largest growth, up 28% in both units and dollars.




Regarding Black Friday and Cyber Monday performance:

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Compared with last year, men’s grooming appliance sales experienced a decline during the 2012 Black Friday week, but got a slight boost the week of Cyber Monday with a 2% increase in dollar sales;

  • 

Pen trimmers got the largest boost during both Black Friday and Cyber Monday weeks, with significant double-digit increases in both units and dollars;



  • Cyber Monday was most important for the men’s shaver business; and

  • Men’s electric shavers experienced more than a 5% increase in dollar sales during Cyber Monday week, but declined in sales during Black Friday week.