Self-Care Is Booming—And So Are Sales
Self-care isn't a niche trend anymore—it’s a non-negotiable. What used to be reserved for a select few has now become a daily ritual for the majority. According to the Global Wellness Institute, the global wellness economy reached $6.3 trillion in 2023 and is projected to hit $9 trillion by 2028.
And summer? It's peak season for slowing down, recharging, and—yes—spending. One study found that 78% of people who practice self-care are more likely to splurge on themselves, compared to just 61% of non-practitioners.
In short: wellness isn’t just good for the soul—it’s great for sales.
Why Summer Is the Ultimate Self-Care Season
Self-care is year-round, but summer has its own magic. With more daylight, flexible schedules, and a collective exhale, shoppers are primed to slow down, indulge, and reset.
With 64% of Americans now practicing some form of self-care (up from 57%), retailers have a clear cue: curate with intention.
Here’s what’s driving the shift:
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☀️ Seasonal Slowdowns = more time for rituals
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🌴 Solo Travel & Retreats = need for portable wellness
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🎟️ Community Events = group gifting & shared experiences
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🧘 Vacations & Time Off = refreshed routines and new product discovery
For retailers, this is the moment to lean into the slow—products that inspire unplugged moments, feel-good habits, and seasonal rituals.
What to Stock—And How to Merch It: Creating a Self-Care Moment In Store
Don’t just sell products—sell the pause. Self-care products perform best when they feel like part of a lifestyle, not just a shelf. Here's how to combine top categories with creative in-store moments that invite customers to embrace self care.
A. Skin & Body Care Staples
✨ Face masks, tanning drops, body oils, gua sha tools, cooling sprays, bath bombs, luxurious soaps
Why it sells: From viral “everything shower” routines to skincare-as-self-love content, these staples tap into the beauty-wellness crossover. They help transform everyday rituals into feel-good, spa-like experiences—no appointment needed.
How to merch it:
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Create a “Glow-Up Kit” section with bundles and tester bars
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Display with affirmations or step-by-step routine cards
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Use calming colours (think sage, lavender, neutrals) to evoke a serene, self-care sanctuary
B. At-Home Indulgence
✨ Linen robes, silky PJs, candles, journals, herbal teas, lotions, aromatherapy diffusers & oils
Why it sells: Rest is officially romanticised. Customers are building bedtime rituals with scent, softness, and ease.
How to merch it:
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Curate a “Slow Sunday” zone or “Evening Rituals” table
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Include journaling prompts or QR codes to playlists
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Add signage like “Reset Starts Here” or “Your Wind-Down Essentials”
C. On-the-Go Wellness Additions
✨ Travel-size mists, skincare minis, SPF moisturizers, water bottles, mini fans
Why it sells: Summer travel doesn't mean skipping self-care—it just needs to be more portable.
How to merch it:
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Build a “Carry-On Wellness” station near the register or entrance
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Offer TSA-friendly bundles and jet-lag recovery kits
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Use checklists for “Self-Care on the Go”
Bonus: Display by Mood
Sometimes it’s not about the product—it’s about the feeling it creates.
Try displays like:
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“Sunset Reset” – calming candles, herbal teas, and journals
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“Mindful Mornings” – aromatherapy, SPF skincare, luxe mixer cubes
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“Everything Shower Kit” – bath bombs, scalp massager, luxury soaps
Want to level it up? Host a weekend self-care pop-up with mocktail tastings, mini treatments, or a guided moment of relaxation—letting customers get a taste of relaxation while they shop.
When Consumers Reset, It's Your Chance to Respond
This season, don’t just stock products—curate rituals. Your customers are already investing in themselves. Make sure you’re on the shelf when they do.
Whether it’s a $5 gua sha or a $55 unwind kit, every ritual is a retail opportunity waiting to be curated.