The Perfume Shop has hailed another successful Christmas trading period, with it selling two million bottles of perfume between the 28th November and 24th December.
The UK’s largest perfume retailer noted that it experienced a significant last-minute rush, with online sales of gift sets seeing a 54% increase in the final full week before Christmas. Promotional deals were said to have proved popular, with its busiest online day being Sunday 1st December, achieving a 5% increase compared to 2023.
Personalisation services also flourished (+8% v 2023), with over 300,000 ribbons and 8,000 engraved perfumes delivered to customers. Additionally, the retailer’s recent partnership with Deliveroo generated sales of over £100,000 in the build-up to the festive period.
The year’s standout perfumes included Gucci Flora Gorgeous Orchid, Yves Saint Laurent Black Opium Over Red, YSL MYSLF, and Hugo Boss Bottled Triumph.
In 2024, The Perfume Shop opened eight new stores and modernised 32 experiential outlets across the UK and Ireland, featuring open layouts, digital screens, and energy efficiency measures.
Gill Smith, Managing Director at The Perfume Shop, commented: “This Christmas, we continued focusing on helping our customers navigate the festive season by offering incredible early deals and expanding our personalised services. Coupled with our ongoing sustainability efforts and exciting new perfume launches, we delivered more choice, value, and innovation than ever before. I’m deeply grateful to our loyal customers and dedicated teams for making 2024 a record-breaking year.
“Looking ahead, The Perfume Shop remains committed to sustainability, innovation, and creating exceptional experiences for its customers while continuing to support its charity partners and community initiatives.”
