September 2022

HOLIDAY TRENDS
2022
HOLIDAY TRENDS 2022
This year, as the holidays approach, brands are faced with a multi-faceted consumer. Consumers are
increasingly interested in eye-catching embellishments like cat eye lashes and silver eyeliner. They’re also
prioritizing care with ingredient-driven products like ceramide serums and collagen body lotion.

Using the data within this report, consider ways to make consumers feel festive and pampered with
functional products that have aesthetic appeal. From in-store shelf presence to online social media
campaigns, consumers are all eyes and ears, ready to explore what your brand has to offer.

Have questions? Request your free trial today for answers.

Thank you,

Olivier and Yarden, co-founders of Spate

SPATE 2
METHODOLOGY:
 Volume:
THE Monthly search volume averaged over
the last 12 months
METRICS: Predicted YoY:
DATA Year-over-year growth comparing search
volume from December 2021 vs.
TRANSLATION predicted search volume for December
2022
HOLIDAY TRENDS
Trends per category ranked by December 2022 predicted YoY growth:

HAIR CARE SKINCARE MAKEUP

Predicted Predicted Predicted

Trend YoY ↓ Trend YoY ↓ Trend YoY ↓
curling brush +58.6% air sculpting +87.0% lash remover gel +138.4%
scalp massagers +57.1% laser facial +71.5% cat eye lashes +131.8%
hair perfume +53.7% lip sleeping mask +57.3% body glitter +82.1%
hot rollers +51.7% ceramide serum +46.0% lip stain +75.8%
puffy headband +48.4% ice roller +40.6% eyeshadow stick +73.6%
hair gloss +48.2% heated eye mask +23.2% silver eyeliner +55.0%

Source: Google Search data, year-over-year growth comparing search volume from Dec 2021 vs predicted search volume for Dec 2022 (US).
HOLIDAY TRENDS
Trends per category ranked by December 2022 predicted YoY growth:

NAILS FRAGRANCE BATH & BODY PRODUCTS

Predicted Predicted Predicted

Trend YoY ↓ Trend YoY ↓ Trend YoY ↓
nail gems +158.0% travel candle +78.3% shimmer body lotion +125.8%
peel off nail polish +99.6% perfume subscription +73.7% gel socks +88.5%
gel polish +68.3% musk perfume +57.6% body cream wash +90.8%
gold nails +28.0% perfume atomizer +53.0% goat milk lotion +78.2%
gel extensions +23.1% sandalwood candle +43.0% natural body wash +54.6%
nail jewelry +20.6% natural perfume +46.7% collagen body lotion +26.8%

Source: Google Search data, year-over-year growth comparing search volume from Dec 2021 vs predicted search volume for Dec 2022 (US).
 12/1/22

TREND SPOTLIGHT

SHIMMER
BODY LOTION
STATS: RELATED SEARCHES:

HOW BIG IS THIS TREND +125.8% Ingredients

vanilla
Volume↓

450
Retailers

sephora
Volume↓

90
PREDICTED DEC 2022 apple 100 boots 30
Very Low Volume YEAR-OVER-YEAR
3.8K average monthly searches mineral 90 walmart 30
GROWTH
blueberry 50
HOW
HOW BIGCOMPETITIVE
IS THIS TREND IS THE SPACE? coconut 30

Medium Competition
3.1K average brand searches SPATE POV Brands Volume↓

Shimmer body lotion is a great way to add extra radiance to an olay 700
HOW COMPETITIVE IS THE SPACE?
WHO OWNS THE MARKET SHARE?
already moisturizing product. Searches for ingredients such as bath & body works 680
Several Market Leaders vanilla, apple, and coconut reveal the scents consumers want The body shop 330
7 Market Leaders when it comes to their shimmer body lotion. Additionally, the dove 250
WILL
WHO IT LAST?
OWNS THE MARKET SHARE?
retailers searched alongside the trend give way to an excellent
nivea 250
opportunity for brands to pitch product placement in these
Likely
retailers. Ultimately, as temperatures cool and consumers focus
on keeping their skin moisturized, shimmer body lotion is an
excellent way for brands to meet the consumer in both practical
and desirable ways with moisture and extra shine.
 12/1/22

TREND SPOTLIGHT

LIP
STAIN
STATS: RELATED SEARCHES:

HOW BIG IS THIS TREND +75.8% Benefits

long lasting
Volume↓

930
Brands

benefit
Volume↓

1.8K
PREDICTED DEC 2022 glossy 840 ysl 1.4K
High Volume YEAR-OVER-YEAR
54.1K average monthly searches lightweight 750 clarins 1.1K
GROWTH
permanent 420 wonderskin 790
HOW
HOW BIGCOMPETITIVE
IS THIS TREND IS THE SPACE? creamy 350 revlon 280

Very High Competition

65.8K average brand searches SPATE POV Colors Volume↓

Despite very high competition levels, trends like lip stain that red 1.1K
HOW COMPETITIVE IS THE SPACE?
WHO OWNS THE MARKET SHARE?
have demonstrated steady upward growth still present nude 320

Few Market Leaders opportunities for new brands in the space. Consumers prioritize pink 240
11 market leaders longwear with benefits like long lasting and permanent. They’re peach 180
WILL
WHO IT LAST?
OWNS THE MARKET SHARE?
also interested in different finishes with benefits like glossy and
copper 160
creamy. While consumers mostly search for red lip stains,
Very Likely
interest in more neutral shades, including nude, also peeks
through. With consumers seeking out benefits from lip stains
that were previously reserved for lipsticks, what other benefits
might gain traction alongside this format, including hydrating
and plumping?
 12/1/22

TREND SPOTLIGHT

EYESHADOW
STICK
STATS: RELATED SEARCHES:

HOW BIG IS THIS TREND +73.6% Benefits

longwear
Volume↓

1.8k
Brands

laura mercier
Volume↓

12.6K
PREDICTED DEC 2022 long lasting 560 e.l.f. 4.8K
Medium Volume YEAR-OVER-YEAR
13.9K average monthly searches shimmer 280 bobbi brown 4.3K
GROWTH
creamy 90 julep 3.7K
HOW
HOW BIGCOMPETITIVE
IS THIS TREND IS THE SPACE? waterproof 80 clinique 1.7K

Very High Competition

36.2K average brand searches SPATE POV Colors Volume↓

When it comes to eyeshadow sticks, similar to lip stains, taupe 450

HOW COMPETITIVE IS THE SPACE?
WHO OWNS THE MARKET SHARE?
consumers are prioritizing longwear. With searches for rose gold 250

Very Few Market Leaders shimmer also demonstrating interest, give consumers what bronze 230
8 market leaders they want with a sparkling and long lasting eyeshadow stick pink 190
WILL
WHO IT LAST?
OWNS THE MARKET SHARE?
with creamy application feel. Colors like rose gold and bronze
blue 150
reveal a desire for warm-toned metallic shades. The festive
Very Likely
metallics and shimmers make this trend especially relevant for
holiday. Brands should ramp up content around their creamy,
longwear eyeshadow sticks and remind customers how they
help create the perfect holiday party look.
 12/1/22

TREND SPOTLIGHT

HAIR
GLOSS

STATS: RELATED SEARCHES:

HOW BIG IS THIS TREND +48.2% Colors

clear
Volume↓

3.3K
Benefits

shine
Volume↓

1.5K
PREDICTED DEC 2022 [for] grey 2.0K refreshing 1.2K
High Volume YEAR-OVER-YEAR
61.3K average monthly searches blonde 1.9K semi permanent 570
GROWTH
black 1.9K nourishing 550
HOW
HOW BIGCOMPETITIVE
IS THIS TREND IS THE SPACE? red 1.3K toning 460

Very High Competition

32.6K average brand searches SPATE POV Brands Volume↓

kristin ess 15.1K

HOW COMPETITIVE IS THE SPACE? Hair gloss was originally an in-salon service to add shine to the
WHO OWNS THE MARKET SHARE?
hair and tone and boost hair color. Now, with the ability to do l’oréal paris 4.3K

Very Few Market Leaders this service at home, consumers are searching for benefits such john frieda 3.5K
5 market leaders as shine, refreshing, and nourishing. Consumers are also redken 1.1K
WHO OWNS THE MARKET SHARE?
searching hair gloss [for] grey hair, indicating an opportunity for
WILL IT LAST? clairol 940
brands to target consumers looking to cover greys with hair
Very Likely
gloss rather than the more traditional hair dye. With multiple
competitors in the space, brands can use specific colors and
added benefits to set themselves apart.
 12/1/22

TREND SPOTLIGHT

CERAMIDE
SERUM
STATS: RELATED SEARCHES:

HOW BIG IS THIS TREND +46.0% Benefits

restorative
Volume↓

500
Ingredients

avocado
Volume↓

1.5K
PREDICTED DEC 2022 anti-aging 280 retinol 790
Very Low Volume YEAR-OVER-YEAR
2.4K average monthly searches relief 270 omega 620
GROWTH
radiant 110 peptide 280
HOW
HOW BIGCOMPETITIVE
IS THIS TREND IS THE SPACE? renewing 110 vitamin c 200

High Competition
5.4K average brand searches SPATE POV Brands Volume↓

glow recipe 1.8K

HOW COMPETITIVE IS THE SPACE? Ceramide serum is a rapidly growing skincare product that
WHO OWNS THE MARKET SHARE? cocokind 1.4K
promotes restored, radiant skin. Ceramides are fats that are vital
Many Market Leaders to the skin’s barrier health and hydration. Consumers are elizabeth arden 1.1K
3 Market Leaders searching for serums that combine this barrier-supporting kate somerville 790
WILL
WHO IT LAST?
OWNS THE MARKET SHARE?
ingredient family with other science-forward ingredients such
kiehl’s 280
as retinol, vitamin c, and peptides. With searches for restorative,
Very Likely
anti-aging, relief, and renewing, consider how consumers look
to this ingredient to both treat and soothe. Brands should show
consumers how their products can do both this holiday season.
SPATE POV
Help today’s multifaceted consumers achieve the look they want and give the perfect gifts by incorporating these
insights into your holiday assortment, both on the shelves and online through marketing and social media.

Give consumers a way to stand out. Whether it’s embellishments such as nail jewelry and cat eye lashes, or products
like silver eyeliner and shimmer body lotion, consumers are looking for ways to stand out. Help consumers bring a
temporary sparkle to their holiday look through clever innovation tools and application tutorials. With the popularity of
lash remover gel for the holidays, also consider what other products consumers will need to aid in removal.

Glam meets care. Consumers also want products that offer skin and hair support beyond what the eye can see. With
popular products like ceramide serum, hair gloss, and shimmer body lotion on the rise, consider ways to offer
consumers both immediate visual appeal and additional long-term benefits.

Go au natural where it matters. Consumers across the fragrance and body care categories are craving natural
products. Searches for natural body wash and goat milk lotion support consumers' desire for natural body care
products. The search for natural perfume also reveals an opportunity for brands to create fragrances that appeal to
consumers from a smell and ingredient perspective.

SPATE 12
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for access to more
trend data:
www.spate.nyc
HEALTH STATS EXPLAINED
HOW BIG IS THIS
TREND
This metric assesses the size of a trend
using monthly Search Volume relative to
its category.
"Very High Volume" trends are well
established trends among
consumers.
"High Volume" trends are those with
high consumer awareness.
"Medium Volume" trends are fairly
well known by consumers.
"Low Volume" trends have low
consumer awareness.
"Very Low Volume" trends represent
emerging niche opportunities.
HOW COMPETITIVE
IS THE SPACE?
This metric assesses how much of
organic search are brands-related. It
represents the top of mind brands that
consumers search alongside a trend.
"Very Low / No Competition"
indicates there are little to no brand
searches alongside a trend.
"Low Competition" indicates that
there are a few brand searches
alongside a trend.
"Medium Competition" indicates
that there are some brand searches
alongside a trend.
"High Competition" indicates that
there are several brand searches
alongside a trend.
"Very High Competition" indicates
there are many brand searches.
WHO OWNS THE
MARKET SHARE?
This metric assesses the presence or lack
thereof of a market leader.
"Very Few Market Leaders" indicates
a market in which very few brands
own >80% of the share.
"Few Market Leaders" indicates a
market in which a few brands are in
high competition.
"Several Market Leaders" indicates a
market in which there are several
brands in competition.
"Many Market Leaders" indicates a
market for which there are many
brands in competition but no clear
winners.
"No Market Leaders" indicates a
market for which there is either fierce
competition or an emerging market
with no distinct players.
WILL IT LAST?
This metric assesses the likelihood that a
trend will continue to grow within the
next 12 months.
"Very Likely" indicates a >90%
confidence that a trend is predicted
to grow.
"Likely" indicates with strong
confidence that a trend is predicted
to grow.
"Uncertain" indicates an equal
likelihood that a trend is predicted to
grow or decline.
"Unlikely" indicates with strong
confidence that a trend is predicted
to decline.
"Very Unlikely" indicates a >90%
confidence that a trend is predicted
to decline.