The average 18-34-year-old will spend £100.38 on products as a result of watching Love Island
Winter Love Island could provide the UK economy with a £750m* boost, according to research by Argos.
The leading hair and beauty retailer found that some 51 per cent of people aged 18-34 have purchased products after seeing them on the ITV show, with the average young Brit spending £100.38 as a result of being glued to the popular reality programme.
Perhaps unsurprisingly, the top products that Love Island persuades people to buy are make-up, sunglasses, swimwear, hair tools, nails, tanning products and gym equipment.
Shoppers looking to create the Love Island lifestyle at home also rush to purchase bean bags, pool toys, hot tubs and wheelie suitcases, according to the study.
Some 64 per cent of those surveyed said they’d browsed online shops while watching Love Island, while official Argos data showed a massive 60 per cent jump in mobile sales year-on-year.
Just one week since the Winter edition of the show began, Argos has seen a 63 per cent rise in sales in epilators as Brits seek to emulate the hair-free beauty of the contestants, with false lashes booming 48 per cent week-on-week. Tanning moisturisers are also on the up for those wanting a winter glow, while charcoal and mud masks are soaring in sales versus this time last year when the show wasn’t airing.
Last year’s Love Island series sparked a series of sales spikes across Argos categories, with sales of irons up year-on-year, perhaps thanks to the ‘Ovie effect’, while the show’s affiliated sponsor Samsung had the year’s top-selling smartphone. Sales of juicers rose 89 per cent in 2019 as Brits sought to get the Love Island body with a healthy diet regime.
For those who wanted to keep their facial hair – albeit in a more groomed style – sales of beard trimmers rose 91 per cent year-on-year, while heated rollers bounced 86 per cent as bouncy waves came back into fashion.
An Argos spokesperson said: “According to young Brits, 68 per cent of people have started taking more care over their appearance following Love Island’s explosion in popularity.
“Sales of hair and beauty products have increased this past week as shoppers try to emulate the Love Island lifestyle year-round.
“Argos now sells thousands of beauty products and male grooming tools to make sure fans of the show can get all their Love Island needs in one place.”
*Figure based on 51% of 18-34 year-olds spending an average £100.38 extra thanks to Love Island. Population figures sourced from ONS. Total UK population aged 18-34 is 14.7m.
Research conducted by Censuswide and based on a representative sample of 1,510 UK adults aged 18-34.