Key stat: Luxury handbags and leather goods purchases dropped 12.8 percentage points among US adult luxury buyers since 2022, according to a September report from EMARKETER and Bizrate Insights.

Beyond the chart:

• Year to date, fragrance dollar sales are up 17% YoY in mass and 6% for prestige, according to an August report from Circana.
• Meanwhile, luxury spending confidence is rebounding. 56% of US luxury consumers plan to maintain or increase spending in the next three months, up from 47% in April, according to a September report from Saks.

Use this chart: Drop this chart into brand strategy decks to show prestige beauty's softening appeal. Use it to benchmark your category against footwear and watches, which are gaining share. Show leadership why luxury beauty may need a fresh value proposition.

Related Reports

• Luxury Ecommerce 2025 (EMARKETER subscription required)
• US Luxury Consumers and Their Path to Purchase (EMARKETER subscription required)

Methodology: Data is from the September 2025 "The EMARKETER Luxury Survey" conducted by Bizrate Insights. 1,043 US adults ages 18+ were surveyed online between August 1 and August 28, 2025. Respondents identified as female (51.0%) and male (49.0%) and were ages 18-34 (25.6%), 35-54 (26.7%), 55-64 (26.1%), and 65 or older (21.6%). Data has a margin of error of +/-3 percentage points at the 95% confidence interval. Respondents were members of Bizrate Rewards, the Bizrate Consumer Panel operated by Bizrate Insights, which is comprised of over 2 million panelists who provide feedback based on their experiences and opinions. The Bizrate Rewards panel is comprised of a broad demographic profile which represents a sampling of all ages, education levels, genders, and incomes. At the time of joining the panel, each panelist stated they had shopped online. In exchange for providing feedback, panelists have the opportunity to earn points, which can be exchanged for electronic gift cards. This survey, provided by Bizrate Insights on behalf of EMARKETER, provides a monthly consumer pulse of digital shopping behavior and intent.