Superdrug is celebrating its ‘best Christmas ever’ as like for like sales rose by 5.1% in the final weeks of 2024* compared to the previous year. The company is attributing the success to its continued mission of being the most accessible health and beauty retailer on the high street, known for value and choice, and the ongoing popularity of its much-loved Own Brand range.
One gift set was sold every second throughout December as four new Own Brand ranges were added, contributing to record demand. Own Brand top sellers were the Studio London Ultimate Brush Collection, the Vitamin E Complete Daily Skincare Set, Extracts Body Bumper Pack and the Fruity Candyfloss Bumper Pack. The popularity of the Fruity range last year led to an expansion to include candyfloss-scented candles and body mists, which proved to be a big hit with customers.
The retailer saw significant growth in online – with sales up by 21% year on year as customers continued to benefit from the relaunched Health & Beautycard VIP Rewards App and convenient delivery options on Superdrug.com, such as quick pick up in-store in as little as 30 minutes. Retail Parks were the best performing offline stores in terms of growth, with shoppers relishing the more engaging and expansive retail experience that these bigger stores provide.
‘Hair’ was one of the fastest growing and most successful categories, indicating that consumers enjoyed styling for festive occasions and gifting electricals for loved ones. ‘Fragrance’ performed well as customers enjoyed taking advice from fragrance providers within stores. ‘Wellbeing’ also saw a rise as shoppers sought to ward off winter bugs and prepare for a fresh start in the New Year.
Superdrug CEO, Peter Macnab, said: “We’re proud of these results and want to thank our customers for their continued loyalty to Superdrug as we continue our mission to be as accessible as possible when it comes to high-quality beauty and health. I’d also like to thank our colleagues for their efforts to make Superdrug the best place to shop this Christmas.
He added: “2025 will be an exciting year for us as we continue to enhance our in-store experience and invest in our Only At Superdrug product innovations and exclusives, to give customers reasons to keep returning to Superdrug.”
