Superdrug reports strong Christmas sales as customers return to high streets

The health and beauty retailer posted a 16% increase in like-for-like sales for the five weeks ending December 31, 2022.

Superdrug cited an integrated offline and online experience that “better served customers’ needs” and a recently launched marketplace as reasons for its strong performance.

In-store footfall increased across December, with average weekly transactions being 19% higher than in December 2021.

Superdrug posted a particularly strong performance in the fragrance and cosmetics category, recording its biggest sales week ever in the week before Christmas.

Cosmetic sales returned to pre-Covid levels as customers prepared for the festive season with Superdrug’s own makeup range, Studio London, twice outselling its bestselling product.

Studio London is a 137-piece collection with everything priced under £9, which was launched in November 2022.

Beauty Studio, Superdrug’s in-store studio providing essential beauty services, also noted its biggest month in December with nail and piercing services being the most popular.

The second-largest health and beauty retailer in the country launched its own marketplace in November 2022, with close to 7,000 products allowing customers to access rapid delivery services that accounted for 10,000 same-day orders in the last quarter. 

Superdrug chief executive Peter Macnab said: “We are delighted to say that we had a tremendous Christmas at Superdrug. Our commitment to accessibility means that customers continue to come to us for the very best in high street value, at a time when affordability really matters.

“Our continued investment in stores, market-leading digital progression and innovation in own-brand have driven increased sales and market share growth. I’d like to thank all of my colleagues for all of their hard work in bringing such a fantastic and competitive offering to shoppers.” 

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