The Perfume Shop celebrates 'strong' Valentine’s Day sales

The Perfume Shop has reported a rise in Valentine’s Day sales after shoppers splashed out on gifts sets. 

According to the fragrance retailer, this equates to approximately 200,000 bottles sold during its Valentine's Day campaign.

This reflects a 67% rise in sales of classic fragrances and an 110% increase in gift sets, compared to the same period in 2023.

Promotional deals also proved popular, with the website's busiest day on 13 February, seeing a 23% increase in perfume purchases.

Best-selling scents such as YSL Black Opium, Marc Jacobs Perfect Intense and Carolina Herrera Good Girl were among the top fragrances for women. Meanwhile, Dior Sauvage, Boss Bottled Night and YSL Myself proved popular for men.

The retailer’s personalisation services were also in demand, delivering over 32,000 ribbons and 1,200 engraved fragrances.

Andrea Rickard, Trading Director at The Perfume Shop, said: "We knew that Valentine’s this year was going to be even more special than last year, which is why we’re so pleased to see exceptional sales results from both our stores and online.

"From classic and popular fragrances to something new, there was a fragrance for everyone purchasing ahead of the big day. Not only that, but we also ensured that we had lots of fantastic deals and options to choose from across different price points."

The news follows The Perfume Shop's pop-up in London earlier this month, which allowed visitors to discover its range of best-selling scents ahead of Valentine’s Day on 8-9 February.

The space showcased interactive scented hearts, claw machines with fragrance prizes and perfume areas curated on feelings, as well as the retailer's fragrance predictions for Valentine’s Day.