“Yotpo is a fundamental part of our recommended tech stack.”
Laura Doonin, Commercial Director
Meet Kai: the king of the treat yourself mentality who shops on impulse and vibes. No plan, no wishlist, just “I deserve this” energy and a cart full of things that caught his eye. Representing a group that’s 44% male, 56% female and 30% Gen Z, he shops spontaneously, for himself, and without apology.
He’s not planning purchases; he’s stumbling into them. Discovery fuels his scroll, instant gratification drives his clicks, and BFCM deals turn “I want that” into “I bought that.” This isn’t just shopping; it’s his joy spree.
In beauty, BFCM is both Kai’s yearly restock opportunity and his chance for some spontaneous splurges. He’s refilling the moisturizer that’s running low but also throwing in that mascara his feed won’t stop hyping. BFCM turns routine replenishment into treasure hunting. 53% of shoppers like Kai are motivated by treating themselves and trying something new, while 47% are restocking essentials.
Discounts make Kai’s beauty haul possible. For 35%, deep markdowns rank as the main reason they’re shopping beauty during BFCM. 59% need at least 20-30% off, while 31% hold out for 50%+ discounts. Without those markdowns, that premium hair serum stays in his cart. With them, he’s checking out with multiples.
The thrill of discovery hits different in beauty. 40% of shoppers like Kai are excited about the treasure hunt aspect of BFCM. He’s curating his dream skincare routine and shopping smart across channels. 36% hit online marketplaces like Amazon for convenience and competitive pricing, while 28% go directly to brand sites for exclusive perks and to cash in loyalty points they’ve been hoarding.
Loyalty perks drive beauty purchases more than any other category for Kai. He’s been racking up points all year, and this is his moment to maximize value: redeem and stack points, grab deals, and snag those bonus samples brands throw in for members. As he hunts, star ratings help him filter fast. 67% of shoppers like Kai need 4.0+ stars to hit add to cart. Reviews validate formulas actually work, scents aren’t overpowering, and that “game-changing” product lives up to TikTok hype.
“Yotpo is a fundamental part of our recommended tech stack.”
Laura Doonin, Commercial Director
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