The Fragrance Shop sales rise as loyalty adoption accelerates

The Fragrance Shop delivered record festive trading, reporting its largest-ever Christmas Eve amid strong customer demand and increased loyalty engagement.

The fragrance retailer achieved a 6.3% increase in continuing sales over the nine weeks ending 3 January 2026, compared with the same period last year.

Performance was driven by premium fragrances such as Prada Paradoxe and YSL Libre, alongside continued momentum in luxury, led by Tom Ford.

A renewed focus on gifting also drove growth, supported by an expanded gift set range, a refreshed gift card proposition and a "more premium gifting experience" both in-store and online.

Loyalty continued to be a "key growth driver". The Fragrance Shop's loyalty programme delivered a 48% year-on-year increase in new member sign-ups, supported by a new price promise designed to give customers greater confidence when shopping.

Investment in the store estate also delivered results, with relocated and refurbished stores growing sales by 14% over the period.

The record Christmas Eve performance highlighted consumer confidence in the UK high street, with customers choosing physical stores for gifting, last-minute purchases and premium fragrance advice.

Meanwhile, the business also progressed its international ambitions, opening two new stores in Ireland, both of which delivered "standout" performance during the peak trading period, including its new flagship store in Blanchardstown, Dublin.

Sanjay Vadera MBE, CEO of The Fragrance Shop, said: "This has been a record-breaking Christmas for The Fragrance Shop, driven by the exceptional efforts of our teams and the strength of our proposition across stores and online.

"The performance on Christmas Eve in particular demonstrates that customers continue to value the high street when it delivers experience, expertise and genuine reassurance.

"We continue to see strong customer appetite for premium fragrance, gifting and loyalty-led value. As we build on this momentum, we remain focused on investing in our digital capabilities, expanding our store estate and delivering a consistently outstanding customer experience."