The Perfume Shop sells 238,000 bottles in Valentine’s fragrance frenzy

The Perfume Shop reported "strong" sales over the Valentine’s period, selling more than 238,000 bottles between 1-14 February 2026, averaging roughly 12 bottles per minute.

The British fragrance retailer noted a 115% increase in sales of new perfume launches and a 22% rise in gift set sales compared with the previous year.

Physical stores contributed significantly to performance, with the Wood Green location identified as the top-performing store leading up to 14 February.

Online sales also spiked, with the highest activity occurring on 9 February, when purchases rose 43%, partly due to the retailer’s guaranteed delivery service for last-minute gifts.

In terms of fragrance preferences, floral scents, particularly rose and white florals, were popular. Citrus and fresh notes were preferred for more energetic profiles, while woody, spicy, and amber fragrances were popular in men’s and gender-neutral categories.

Personalisation played a notable role, with over 42,000 ribbons and 1,200 engraved bottles delivered, representing a 136% increase from the previous year.

Andrea Rickard, Trading Director at The Perfume Shop, said: "Valentine’s Day continues to be one of our most important gifting moments of the year, and it was fantastic to see such strong demand across both classic and new perfumes.

"Customers were clearly looking to make their gifts feel extra special, and this Valentine’s really highlighted the value of personalisation and expert advice in helping turn a perfume into a truly meaningful gift."