Wellness is emerging as a major holiday gifting category, with retailers from Ulta Beauty to Target dedicating more shelf space to health-focused products well ahead of New Year’s resolutions. From vitamins and supplements to aromatherapy oils and sleep aids, these items are increasingly being presented as thoughtful, practical gifts for loved ones.

The Rise of Holiday Wellness

The beauty industry has always dominated holiday sales, with November and December accounting for roughly 25% of annual spending on prestige beauty items. Yet the definition of “beauty” has expanded to include wellness products that promise improved nutrition, hydration, sleep, and overall well-being. Circana’s global beauty industry advisor Larissa Jensen notes that the pandemic accelerated consumer focus on self-care and holistic health, elevating items like eye drops, vitamins, and body-care products to premium, giftable status. Many now feature influencer backing, sophisticated packaging, and placement in beauty aisles to appeal to a broader audience.

Retailers Capitalize on the Trend

Specialty retailer Ulta Beauty, which operates over 1,450 stores across the U.S., has been a leader in integrating wellness into holiday offerings. The company opened wellness shops within its stores in 2021 and currently allocates four to eight feet of shelf space to products such as probiotic gummies, sleep masks, and essential oils. Plans are underway to expand wellness sections to 45 feet in about a third of its locations, featuring nearly 30 new brands and a total of approximately 100 wellness-focused products.

Ulta reports strong interest from millennial shoppers and households with incomes over $100,000, especially for items addressing key life stages, including pre- and post-pregnancy needs and menopause support. Holiday gift sets this year include Saje Natural Wellness Advent calendars and beauty sleep kits from Kourtney Kardashian’s Lemme brand.

Target has similarly embraced wellness, incorporating nutrition, fitness, and self-care products into its giftable offerings. Shoppers can find protein powders, health-conscious snacks, and workout gear alongside beauty and skin-care items, creating opportunities for holistic gift-giving. Brands like Grüns are attracting attention with superfood gummies for adults, offering holiday-themed flavors and packaging to appeal to seasonal shoppers. Walmart, Sprouts Farmers Market, and Sam’s Club are also expanding wellness selections, including supplements and products for immune support.

Wellness as a Practical and Trendy Gift

Consumers are increasingly drawn to wellness gifts for their combination of practicality and perceived value. Neom Wellbeing, a U.K.-based home fragrance and body-care brand, reports top-selling items under $20, ideal for stocking stuffers. Bath & Body Works has also added wellness-focused collections, incorporating aromatherapy and ingredient-led products designed to promote relaxation, stress relief, and better sleep. These products not only appeal to gift recipients but also encourage self-purchase, as shoppers invest in personal wellness during the holiday season.

Looking Ahead

Experts predict wellness will continue to gain prominence on holiday wish lists in the coming years. Jensen compares the trend to the rise of anti-aging skincare gift sets, which once seemed niche but are now widely accepted and requested. As the category grows, wellness gifts are poised to become a permanent fixture of holiday shopping, blending beauty, health, and practicality into a compelling choice for gift-givers across generations.