Beauty, bargain retail poised to win big in 2021: Wells Fargo


Shoppers line up outside of Ulta Beauty before the 6am opening on Black Friday.

Aimee Dilger | LightRocket | Getty Images

Beauty and bargain retail are poised to be the biggest winners in 2021 as consumers return to brick-and-mortar stores and get comfortable socializing again, according to a new survey by one investment firm.

Wells Fargo’s retail team recently polled 1,000 consumers in the United States to get a better sense of their post-pandemic shopping behaviors. When asked which products they are most likely to buy first, post-pandemic, respondents most frequently selected makeup, at 40%. That even surpassed “going-out apparel,” which was chosen by 37%.

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