The Perfume Shop celebrates 'successful' Christmas as it reveals bestselling scents
The Perfume Shop has achieved another successful Christmas, with two million bottles sold between 28 November and 24 December 2024, highlighting the popularity of perfume as a classic festive gifting option.
The British fragrance retailer said promotional deals proved especially popular, with the busiest online day of the season on 1 December, achieving a 5% increase compared to 2023.
Meanwhile, the busiest hour was in the evening of 18 December, beating previous records set over Black Friday.
The high street chain also experienced a "significant" last-minute rush, with online sales of gift sets delivering a 54% increase in the final full week before Christmas 2024.
Click & Collect and Next Day Delivery orders in the 14 days to Christmas were up 10%, while the retailer's recent partnership with Deliveroo generated "impressive" results.
Personalisation services also flourished, increasing 8% compared to the previous year, with over 300,000 ribbons and 8,000 engraved perfumes delivered to customers.
The bestselling scents of the festive season:
- Dior Sauvage
- Chanel Coco Mademoiselle
- Carolina Herrera Good Girl
- Lancôme La Vie Est Belle
- Rabanne 1 Million
- Mugler Alien
- Bleu De Chanel
- YSL Black Opium
- Chanel No5
- YSL Libre
Gill Smith, Managing Director at The Perfume Shop, said; "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 new perfume launches, we delivered more choice, value, and innovation than ever before. I’m grateful to our customers and 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."
The Christmas trading update follows a successful year for The Perfume Shop, having unveiled eight new store openings in 2024, as well as 32 modernised experiential stores across the UK and Ireland, featuring open layouts, digital screens, and energy-efficient LED lighting to support its 30% energy reduction target by 2030.
