The Perfume Shop delivered strong Christmas results, notching up its most successful trading day in its history as it attracted more male shoppers than ever.

The Perfume Shop sales rose 4.5% in the five weeks to December 28 while it had its best trading day in its 21-year history on Monday December 23.

The perfume specialist said it benefited from its “unique product offering, service and expertise and increased consumer confidence in the economy”.

The Perfume Shop also said it attracted more male customers than ever as they took advantage of services such as the Husband Help Desk.

The retailer said its Christmas ad drove sales as well as the launch of the One Direction Our Moment fragrance, the fastest-selling perfume in history.

The Perfume Shop managing director Jo Walker said: “Our impressive growth is testament to our unique product offering, unbeatable great value deals and our fantastic highly trained staff, who continue to offer customers at Christmas and throughout the year an excellent consistent service. Our customers are looking for value for money without compromising on the gift, which is at the forefront of our offering.”