From offering nap sessions to foodie treats and wellness gift guides, top retailers are catering to consumers' undying health and wellbeing obsessions during a season of winter blues and holiday madness

With the convenience offered by ecommerce channels, brick-and-mortar customers expect more from their in-store experiences, and in the midst of chilly temps, short days and end-of-year stress, consumers are in need of some R&R. Accordingly, retailers are elevating the value of physical store channels by positioning wellness-oriented experiences and products alongside the purchase path.

From offering shoppers the chance to catch some shut eye while on the go to offering quick massages, retailers ranging a spate of industries are focusing on health, relaxation and wellbeing for the holiday season. Here's how three brands are targeting and engaging self-care oriented customers:

Premium fitness company Equinox is looking to delve further into the beauty and wellness market by debuting its first-ever Holiday Gift Giving Suite for its customers, hoping that consumers will come to associate the brand with a self-care lifestyle.

French beauty brand L’Occitane's flagship shop on Fifth Avenue in New York City offers hand massages, the chance to create custom souvenirs and even enjoy a Provençal treat. Alongside a variety of L’Occitane goods, the store will also sell stationery from Rifle Paper Co. and water bottles from S’well.

Casper Dreamery
The Dreamery is a playful activation that not only promotes Casper mattresses, but also positions the company as a sleep brand. The napping lounge invites guests to take a 45-minute nap inside one of its nine sleeping nooks furnished with Casper products.

For more examples of how today's most innovative brands are enabling experiential, interactive and therapeutic shopping, download PSFK's Holiday 2018 Retail & Brand Experience Strategies report.