The Perfume Shop has reported higher sales in the lead-up to Valentine’s Day as consumers flocked to the stores to buy gifts.
From February 1 to February 14, 240,000 bottles were sold. Sales were driven by a 34% increase in retail sales across both classic and new perfumes.
There was also a 50% increase in gift sets’ retail sales compared to last year.
The Perfume Shop’s website saw its busiest day on February 12, with a 7% increase in perfume purchases. Customers also took advantage of half-price next-day delivery.
Ahead of Valentine’s Day, the retailer saw 111 Deliveroo orders placed and personalisation services were in high demand, delivering over 39,655 ribbons and 983 engraved fragrances – which was up 2% from 2024.
The best-selling scent for female consumers was Lancome La Vie Est Belle, and the best-selling scent for male consumers was Dior Sauvage.
The Perfume Shop trading director Andrea Rickard said: “Perfume is more than a gift; it’s an expression of love, thoughtfulness, and care. We knew that this Valentine’s Day, customers were looking for that extra special something.
“Whether they were exploring something new or enhancing their partner’s fragrance wardrobe, The Perfume Shop had everything they needed to create an unforgettable Valentine’s Day.
“It’s so great to see the continued success of both our personalised ribbons and engraving services, as we know these truly make the perfume gift even more special. Not just for Valentine’s Day, but all year round.”
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