Two-Thirds of Gen Z and Millennial Online Beauty Shoppers Will Risk a Product Becoming Out of Stock Rather Than Pay Full Price: ESW

ESW’s Global Voices Study reveals that so-called "super fans" are willing to pay full price for limited-edition or exclusive products.

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By: Lianna Albrizio

Associate Editor

Sixty-seven percent of Gen Z and Millennial global online beauty shoppers prefer to wait for lower prices on products and will risk that an item they want may become out of stock, according to new data released by ESW, a leading global direct-to-consumer (DTC) ecommerce company.    What’s more, nearly 40% of beauty “power shoppers,” defined as those who spend at least the equivalent of $2,500 online annually, are bargain shoppers.   The new data also showed that shoppers that bra...

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