Self-purchasing trend in travel retail rises as consumers seek indulgence and personal well-being

According to new research by M1nd-set, self-purchasing is becoming a prominent trend among travellers. This shift towards self-purchasing reflects consumer behaviour, especially post-pandemic. What is motivating travellers is the association of travel and wellbeing, leading to indulgence as part of the shopping experience.

Shopping for oneself now accounts for 52% of travel retail transactions, compared to pre-Covid levels of 46%. Though buying gifts remains a key driver self-purchasing is now at the forefront of retail transactions.

Demographic differences in travel retail trends

European and American shoppers, however, are more likely to spend on themselves, at 53% compared to travellers from Asia Pacific and Africa & the Middle East, with their rates of self-purchasing being 51%. This research reveals retail trends differ geographically, with the latter regions spending more on gifting.

Age and gender demographic segments show very similar shopping trends between self-purchasers and those buying for other purposes. Self-buyers have a slightly lower tendency to travel in economy class compared to other purpose buyers (54% vs 56%), and a similarly moderate tendency to travel for leisure more than other buyers (76% vs 74%).

The self-purchaser shopping basket

Travel accessories and personal care items are among the top categories for self-purchasers, according to m1nd-set. A significant 75% of travel accessory purchases are made for personal use, followed by personal care items at 68%. Electronics, food, and vitamins are also commonly bought for self-consumption, m1nd-set reveals.

Self-purchasers tend to allocate higher budgets to premium and niche products, according to the research. They spend an average of £119 per purchase, compared to £103 among those shopping for other purposes. This higher spending behaviour is particularly evident in the jewellery & watches, beauty, fashion, and electronics categories, where self-purchasers outspend other purpose shoppers.

Key shopping motivators among self-purchasers

The experience and value offered by Duty Free stores are the key motivators for self-purchasers, according to the research. 30% of self-purchasers cited lower prices compared to downtown stores as an appeal factor of shopping at Duty Free shops. Other shopping drivers include the opportunity to pass time while waiting for flights and the wide selection of products available.

In-store experience and value perception are the two most significant purchase drivers for self-buyers, m1nd-set reports. Suitability of Duty Free products for specific purposes such as self-treating or souvenirs is the third highest net purchase driver for self-purchasers. The exclusive and unique nature of Duty Free purchases is another top purchase driver for the segment, with self-buyers expressing the lack of availability of similar products back home, a difference with products usually purchased, and special travel retail exclusives and different sizes or formats.

Self-purchasers demonstrate a higher tendency for impulse buying than other shopper segments. The research highlights the importance of creating engaging in-store experiences that trigger spontaneous purchases among self-indulgent shoppers; 32% of self-purchasers make their purchases on impulse, compared to only 25% of shoppers with other purchase intentions.

A major growth opportunity for travel retail

“As self-indulgence increasingly drives purchase decisions, understanding the motivations and behaviours behind these self-purchases is crucial for retailers and brands looking to capitalise on this lucrative segment,” commented Dr Peter Mohn, CEO & Owner at m1nd-set. “The self-purchasing trend in travel retail represents a major growth opportunity with the right approach. Brands should focus on creating immersive, sensory environments that highlight indulgent products,” Mohn continued.

“Given that impulse buying is a common behaviour among self-purchasers, retailers should strategically place high-margin indulgent products near checkout areas and create impulse zones in high-traffic areas of the store. Staff should be trained to identify the self-indulgent shopper with targeted recommendations. In-store experiences such as skincare consultations or educational tastings can also help foster engagement and increase conversion with the self-purchaser,” Mohn concluded.

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