A significant rise in the number of middle-aged and older individuals purchasing fake tan products and teeth whitening strips has been observed as they prepare for summer holidays. According to Clearpay, a buy now, pay later provider, there has been a remarkable 90% increase in fake tan sales and a 71% rise in teeth whitening strip purchases among Generation X (ages 44 to 59) and Baby Boomers (ages 60 to 78) when comparing the period from April to June 2024 to the same timeframe last year.
Clearpay’s data also highlights an overall annual growth in beauty and skincare sales. This trend suggests that consumers are increasingly investing in at-home beauty treatments, possibly as a way to save money. The company reported notable increases in sales of manicure tools, hair masks, pedicure tools, and LED masks.
Additionally, Clearpay conducted a survey revealing that men are budgeting an average of £129 to achieve a “TikTok ready” look for summer, while women expect to spend about £118. The survey found that 38% of respondents engage in pre-holiday skincare and beauty upgrades to feel good during their vacations, and 27% are influenced by social media trends.
Furthermore, 10% of participants indicated they want to look their best for holiday photos shared on Instagram.
The survey also revealed that over 83% of respondents plan to spend the same or more this year on pre-holiday items compared to previous years.
Rich Bayer, UK Country Manager at Clearpay, commented, “Getting holiday ready is often part of the fun of going away, and our data shows purchases now go way beyond just stocking up on travel miniatures and sun cream.”
The research included a survey of over 2,000 people across the UK in July, along with an analysis of Clearpay’s own sales data in the beauty and skincare sectors.