American families are turning to wellness gifts this holiday season as retailers capitalize on the growing demand for health-focused products, marking a shift from traditional gift-giving toward practical self-care solutions.
Story Overview
- Wellness products are becoming major holiday gifts as retailers expand health-focused sections
- Holiday shoppers plan to spend average $247 on beauty/wellness gifts, fourth-highest category
- Ulta Beauty expanding wellness shops to 45 feet in one-third of stores with 100 brands
- Target considering more wellness space as Ulta partnership ends in August 2025
Retailers Embrace Wellness Gift Market
Major retailers are dedicating significant floor space to wellness products as American consumers prioritize health and self-care. Ulta Beauty has expanded its wellness shops from four to eight feet to up to 45 feet in about one-third of its 1,450 stores, adding nearly 30 new wellness brands to reach approximately 100 total brands. The specialty retailer began opening wellness shops in 2021, featuring probiotic gummies, sleep masks, and aromatherapy oils.
Target’s Chief Commercial Officer Rick Gomez confirmed wellness has become a trending category across multiple product lines, including workout gear, protein snacks, and beauty kits. The retailer is considering expanding wellness square footage next year as its partnership with Ulta Beauty ends in August. Bath & Body Works launched its “Water Winter Mint” wellness fragrance collection, incorporating ingredients like hyaluronic acid and shea butter.
Supplements in your stocking: Why wellness gifts are gaining steam for the holidays and beyond https://t.co/uu8ukSvo6R
— CNBC (@CNBC) December 22, 2025
Consumer Spending Drives Market Growth
Holiday shoppers plan to spend an average of $247 on beauty and wellness gifts this year, making it the fourth-highest holiday spending category according to Circana market research. November and December account for approximately 25 percent of annual spending on prestige beauty items. Wellness customers typically have household incomes exceeding $100,000, with millennials showing particular growth in this category.
Amanda Kahn from Neom Wellbeing noted that wellness items under $20 have become popular stocking stuffers, providing practical benefits during inflationary pressures. The company’s sleep-focused products sell through Amazon and directly to consumers. Inflation-conscious shoppers find wellness items attractive because they deliver both gift appeal and functional benefits.
Traditional Values Meet Modern Health Trends
The wellness gift trend reflects Americans’ desire to take personal responsibility for their health rather than relying solely on government-controlled healthcare systems. Products like vitamins, supplements, and natural remedies align with conservative principles of self-reliance and individual choice in health decisions. Companies like Grüns offer superfood gummies as healthier alternatives to processed snacks, supporting family nutrition without government intervention.
Larissa Jensen from Circana observed that wellness gained significant attention following the Covid pandemic as consumers prioritized self-care and “inside out” health approaches. This shift represents Americans taking control of their wellbeing through market-based solutions rather than depending on bureaucratic health agencies. The trend spans across age groups, with innovative products addressing life stages previously overlooked by traditional healthcare approaches.
