Promotional peaks power The Perfume Shop's festive sales

The Perfume Shop sold more than 1.58 million bottles of fragrance between 30 November and 24 December 2025, representing a 6% year-on-year increase. This equates to an average of over 63,000 bottles sold per day during the period.

Total December sales grew by 1.6%, with Dior Sauvage, Carolina Herrera Good Girl and Chanel Coco Mademoiselle among the strongest-performing brands.

Customer behaviour over the festive period suggested a more planned approach to spending. While online search activity began as early as September, purchases were largely concentrated around key promotional events.

Demand peaked during Black Friday and again from mid-December, with the week of 14-20 December marking the retailer’s strongest trading period. In-store activity also remained significant, with 23 December recorded as the single busiest day for physical retail.

Gift sets continued to perform well, with sales increasing by 4% year-on-year. Online demand for sets rose by 62% during the peak Christmas period.

Personalisation services also saw increased uptake. Online personalisation usage in December rose by 23.74% year-on-year. This included 50,000 gift wraps (up 84.6%), 54,000 personalised ribbons (up 106.8%), 21,000 engraved bottles, and 3,500 personalised gift messages, which were introduced in November.

Convenience remained an important factor in purchasing decisions. Click & Collect and Next Day Delivery services continued to support last-minute shopping, alongside the retailer’s delivery partnership with Deliveroo.

Andrea Rickard, Trading Director at The Perfume Shop, said: "Perfume continues to be one of the most heartfelt and memorable gifts at Christmas. Shoppers were more deliberate this year, waiting for the right moment to buy and choosing gifts that felt thoughtful, from engraved bottles to beautiful new launches. This festive period truly showed the power of personal touches and the enduring joy of gifting scent."

Gill Smith, Managing Director at The Perfume Shop, added: "Christmas 2025 has been a good and exciting period for us. With over 1.5 million bottles sold, growth in gift sets, and significant uplifts in personalised ribbons and wrapping, it’s clear that customers are looking for thoughtful, high-quality gifts, and they trust us to deliver them both in-store and online."