Wardrobe Oxygen Bestsellers: The Top 20 Items for 2020
When the end of the year comes, I like to look through my analytics and get a temperature gauge of how Wardrobe Oxygen did. I think it's important to look at what sold to understand the current Wardrobe Oxygen reader and what they may desire in the new year. And let's face it, it's fun to see the Wardrobe Oxygen bestsellers!
Often, I don't even have to look at these analytics to guess Wardrobe Oxygen readers' favorites because it's seared into my mind after our conversations, comments, DMs, and shares on social. This year was unusual to say the least, and I have to saw this list of the top 20 Wardrobe Oxygen bestsellers is proof.
How 2020 Compared to 2019: What Was Hot, and What Was Not?
Usually, my Wardrobe Oxygen bestsellers posts have a blazer, a certain pair of boots, maybe a handbag or two. None of those items even made the top 50. If this isn't a ‘demic must-have list I don't know what is.
It's clear Wardrobe Oxygen readers focused on their beauty and self-care game, with beauty and wellness products at almost half the top 20 and well over half the top 50. In 2019, only 25% of my top items were in the beauty and self-care categories.
Wardrobe Oxygen readers also updated their wardrobe with pieces that offer versatility and comfort. Wireless bras, jogger pants, warm leggings and jeans as comfy as leggings. There was also a focus on quality with cashmere, higher-end knits known to last, and fewer purchases from discount/fast fashion retailers than years past.
I also noticed that size-inclusivity or at least extended sizing is a must for the Wardrobe Oxygen reader. While I only share the top 20 of Wardrobe Oxygen readers' favorites, in the top 50 every fashion brand featured offers at minimum up to a size 20.
How I Compile My Wardrobe Oxygen Bestsellers List
Most of the products I share on Wardrobe Oxygen have affiliate programs. That means that if you click a link and make a purchase, I may make a commission. That also means I can track sales.
I can't see that Jane bought those jeans and Linda bought that sweater, but I can see each week, month, and year, how many sales my links made for each retailer, and the top-selling items from each retailer.
Not every product I share on Wardrobe Oxygen has an affiliate link, so this may not be a completely accurate list. And this year I shared more small businesses than ever before. Small businesses don't often have affiliate programs because they usually cost money to run.
Many larger companies this year shut down their affiliate programs due to the ‘demic which made tracking sales difficult (let's not even get into how many of us never got nor will get paid for sales before they shut down their programs).
Unfortunately, the only way to truly see if clicks turn into sales is for the company to be part of some sort of affiliate program that remains open through the year. Therefore, the lists below are based on the retailers that have some form of an affiliate program.
Wardrobe Oxygen's Top Five Bestselling Retailers for 2020
The top five retailers for Wardrobe Oxygen this year were Nordstrom, Universal Standard, Soma, Amazon, and then Etsy. Etsy! I love that! Here's the list of the top 10 retailers that Wardrobe Oxygen readers shopped from this year by number of individual sales:
While Amazon is usually #1 every year, this year it was drastically reduced and I'm glad for that. While my sales to major retailers and Amazon dropped significantly this year, my affiliate sales, in general, went up.
Traffic for the site in general also went up, that is after a beginning of ‘demic dip that most blogs and websites experienced. I can only assume that more traffic meant more clicks on non-affiliate small businesses I featured. I'm glad to know the Wardrobe Oxygen reader is comfortable shopping lesser-known retailers and supporting smaller businesses.
Anyway, on to the list!
Wardrobe Oxygen Bestsellers: The Top 20 Items for 2020
Wow, this item is 2020 in a nutshell. Everyone was OH-VAH bras. I originally reviewed this bra in 2019 but recommended it again and again when fellow larger-busted folks were looking for something that lifted and separated while still being comfortable. I may or may not be wearing it as I type this!
May 2019 I began my curly hair journey. I thought I had fine, thinning, and frizzy hair but once my stylist cut my hair to encourage curl, my hair suddenly was more manageable and looked thicker. I've tried a lot of products but by far my favorite is the three-step system from LUS; you can read my LUS haircare review here.
BTW, use WARDROBE10 at checkout and get 10% off your order at LUS Brands Haircare!
This was likely due to the Universal Standard Denim Drive last month where you could send in an old pair of jeans to be recycled and exchange get a new pair of jeans for just $25. Since then, many of you have emailed and left comments saying you find these jeans to be the most comfortable jeans you have ever owned while also not stretching out or getting weird.
If you're new to these jeans, read this Universal Standard jeans review and consider sizing down in the Seine distressed and blue, and maybe one size down or your regular size for their black and indigo Seines and any other style.
I mentioned this face mask only once in Weekend Reads and it continued to sell all year long. I still think they are great face masks; I like the skintones as well as the colors, they wash up great and fit nicely. I have three of them and both me and my tween love them.
For over a decade this has been my go-to favorite bra. It lifts and separates and hide headlights. It's so simple it hides under most clothes and the straps don't look too lingerie-like with sundresses. And it's so comfortable I wear it while at home. They do break down, I recommend replacing every 8-10 months but it's worth it for a bustline that has strangers ask you in public bathrooms what bra you are wearing.
I bought these for the first time about a decade ago and have been raving about them on Wardrobe Oxygen ever since. They just get softer and more absorbent with time; no need to buy disposable cotton balls or cotton rounds again! I continue to return to Green Little Nest for wipes, washcloths, and other reusable products and have always been happy with the quality.
I shared this blouse in my what to wear for a Zoom meeting article, where it received a lot of clicks. I also shared it in the outfit post where this photo came from. This blouse is the kind you can throw on with jeans and look polished, wear under a blazer, style with a skirt, and then throw in the washer and dryer. It's a travel-friendly piece (remember travel?) and has been worn quite a lot for a variety of situations this year.
I'm pretty sure this is the kind of piece that Nordstrom brings back every spring, so if your size and color choice isn't in stock, check back at the end of February or beginning of March!
I've been loving these joggers all year long. They were in my Soma at home capsule wardrobe as well as several outfit posts. I still have a pair from January (different pockets but same fabric) that I still wear (and wash, and dry) weekly.
This year I made an effort to use up what I already have, and as a blogger, I get a lot of gifted skincare. I used my travel sizes, samples, and everything hiding in the back of my medicine cabinet. For body washes and lotions this worked fine enough, but for my face this was terrible.
I decided to donate what I hadn't yet used and went back to my tried and true - Colleen Rothschild Cleansing Balm. I have been using this solid oil-based cleanser for years and for my face, nothing else compares.
Let's kick it back to 2016 with this photo, showing how many years I have worn and loved this shirt!
I wrote about this shirt a lot this year. It isn't my Holy Grail striped shirt but it's darn close. It's a boatneck but it won't show your bra straps. The stripes aren't too wide or too narrow. Bracelet-length sleeves make it more of a three-season top (heck I even wear it on summer nights with a pair of shorts or linen pants). I like the navy color because it's dark enough to look classic but I can still wear with black and not look like I got dressed in the dark. This isn't a shirt that will last for years, but the time you do have it you will enjoy. I recommend line drying for the longest life.
I've been writing about these great little razors since 2016, when I first started using them. They don't make hair grow back darker or coarser, they don't leave razor burn, you don't need shaving cream, it's a quick little swipe swipe to get rid of anything from peach fuzz to coarser lip and chin hairs. These were originally made to groom brows, but this safe razor can be used anywhere!
I have three of these sweaters and likely will get more in the future. It's a nice weight of cashmere, I like the slightly higher but not mock neck, the tailored but not tight fit, the bracelet sleeves. It gives a bit of a vintage vibe while still looking contemporary.
This is on the list because of this post on how to prevent jeans from wearing out at the thighs. This is actually a great kit I've bought to patch my denim as well as my daughter's denim when she used to be a rough and tumble playground kid and my husband's denim back when he was a boyfriend and an electrician's apprentice.
I think one of the best discoveries I made this year was Equilibria CBD. I have used CBD for years but find Equilibria's quality and standards stellar. This box has their two bestsellers - their drops and their softgels at a discount box price (and if you subscribe the savings increase).
I use both of these products in the Balance Box; I use the drops when I'm feeling anxious or achy and the softgels I use at night. I take one before I start my bedtime routine so it begins to kick in once I hit the pillow and it helps me have better and longer sleep.
Oh my gosh these have been one of the best purchases this winter! These leggings are free of decoration, made of Polartec so they look like a heavy ponte-like legging on the outside but have wind-resistant warm goodness inside that keep you comfy indoors or out.
They don't pill or shed, they're nice and stretchy but don't stretch out. These with a turtleneck sweater, a pair of waterproof boots with shearling insoles, and my parka is my winter go-to outfit. They wash up great, and come in a nice range of colors, sizes, and lengths.
I shared this item in my self-care gift guide and I think it's pretty fantastic. Mine is several years old and still kicking. My husband had the idea to put it in front of the Peloton so when we do a morning ride we get that light energy with the physical energy and it really sets us on the right foot for the day. If you're feeling glum and spending a lot of time indoors, you may benefit from a light like this.
Again, this is a product I have talked about for years and just adore. It lathers like a shower gel, rinses clean, and doesn't make the tub slippery like a shower gel, but it is oil-based so it hydrates and is so gentle you can use it on an infant. I like the subtle, fresh smell; the whole family enjoys it!
By far the best white t-shirt I have ever owned. These t-shirts are opaque yet have beautiful drape, just the perfect neckline, perfect sleeve width and length, and they hold up really nice. Like, two years old white t-shirt and still wearing it nice. They're not cheap, but gosh they are worth their money and I think many of you would attest to the fact that they're a worthy investment.
The year isn't over, and I know many retailers will be having post-holiday sales, but this list of the top 20 sold products I think still paint a clear picture of the Wardrobe Oxygen audience and its priorities.
I'm really curious to compare next year to this one. Will trends for buying less, shopping smaller, and focusing on comfort and self-care continue? I'd love to read your thoughts!