Industry Insights
by: Candyd Casidid
Nov 18, 2022
3 min read

Little Luxuries in Times of Turmoil

With the OnePulse primed users, and a space for people to share raw opinions, we have gathered real valuable data to create a curated luxury gift guide for your holiday shopping.

By Candyd Casidsid

For consumers, OnePulse is a gathering place where a global community can share raw opinions. This year, we’ve been gathering valuable data around their mental and financial situations as economic conditions have worsened.

In the summer, 46% of British consumers reported experiencing financial worries and stress. Fast forward to November, and that number still holds true. It’s no surprise that many consumers are feeling the pinch and cutting costs where they can.

With the holidays approaching and uncertainties still looming large, we wanted to test the theory of the Lipstick Effect. Coined by Estée Lauder’s chairman Leonard Laudar, the Lipstick Effect proposes that the sales of affordable luxuries actually rise in economic downturns—people are looking for a little bit of hope without breaking the budget.

We used the OnePulse to find out which little luxury comforts are irresistible for even the most cautious Brits.

And so, we present the first-ever OnePulse gift guide: a curated list of the top 3 things that’ll feel like a much-needed hug.

‘Tis the season to indulge

This Christmas, Brits are making room in the cart for little luxury items. Don’t get us wrong, not everyone is buying Krug Champagne and caviar. We’re talking about simple and affordable indulgences.

In fact, 62% say they have treated themselves with chocolate, skincare, takeaways, coffee on the go, and candles—all treats that provide a sense of comfort, happiness, and relaxation during otherwise seemingly bleak times.

Whether it be for you or a friend, here are the little luxuries to lighten up moods this Christmas (with a lot of help from the community).

1. Nothing brings solace better than a box of chocolates

A quick 3-question Pulse found that 92% of Brits consider chocolate to be comfort food—and 31% consider our friends at Lindt & Sprüngli to be the MOST luxurious chocolate brand. If you’re looking for a sweet stocking stuffer, they have over 2,500 products to choose from! From Gingerbread Spice LINDOR Truffles to Peppermint Bark Ghirardelli Squares and festive Küfferle, the Lindt & Sprüngli brands sure know how to get in the holiday spirit.

2. Dispel the stress with some help from M&S

Few things bring comfort and joy quite like a candle! And few brands do luxury quite like M&S. Check out their festive fragrances, including the tree-shaped candle pictured above. Need help selecting a scent? Here are some of the scents that instantly remind our community of Christmas:

🌲 Pine (cones, needles, trees, and more!)

🤎 Cinnamon and nutmeg

⦙ Gingerbread

🌰 Chestnuts

🎃 Pumpkin

🔥🥧 Christmas pudding and pie (of the sweet and savory variety!)

Fun fact: 84% of Pulsers find the smell of pine relaxing because it evokes feelings of relaxation and positive memories.

3. Add a bottle of wine to your list

While multiple Pulsers considered wine their favorite affordable luxury, this user said best:

Wine – there are some really good wines out there that don’t cost as much.

Anonymous Pulser

Whether you are sharing a bottle with friends over dinner or bringing a host/hostess gift to your next holiday gathering, Paris-based Pernod Ricard has a global selection of wines and other spirits that pair well with any occasion.

Here are some other ideas that would surprise and delight the community:

  • Books
  • A new sweater
  • Engagement ring 👀
  • Memories together—or photos of memories
  • PJs
  • Flowers
  • Personalized gift
  • Lottery ticket
  • Experiences (theatre tickets, plane tickets)
  • Home brewing kit
  • Spa gift
  • A puppy
  • Bath bombs

For more ideas, unwrap more data and click here 🎁

… who needs Santa’s little helpers when you’ve got Pulsers 🎅✨

Why wait to hear what your customer is thinking?