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The Perfume Shop, the UK’s largest specialist perfume retailer, said it has a strong” Valentine’s Day performance as it revealed it sold over 240,000 bottles from the 1 February to the 14 February.
The Perfume Shop’s sales were driven by a 34% increase in retail sales across both classic and new perfumes and a 50% increase in gift sets retail sales compared with last year.
It revealed last minute shopping also proved popular this Valentine’s with the website’s busiest day on Wednesday 12 February seeing a 7% increase in perfume purchases, with customers also making the most of half price next delivery with guaranteed delivery before Valentine’s Day.
The Perfume Shop also saw 111 Deliveroo orders placed ahead of the big day. The perfume retailer’s personalisation services were also in high demand, delivering over 39,655 ribbons and 983 engraved fragrances to loved ones, up 2% vs 2024.
Andrea Rickard, The Perfume Shop’s trading director, said: “Perfume is more than a gift; it’s an expression of love, thoughtfulness, and care. We knew that this Valentine’s Day, customers were looking for that extra special something. Whether they were exploring something new or enhancing their partner’s fragrance wardrobe, The Perfume Shop had everything they needed to create an unforgettable Valentine’s Day.
“It’s so great to see the continued success of both our personalised ribbons and engraving services, as we know these truly make the perfume gift even more special. Not just for Valentine’s Day, but all year round.”
The performance comes after The Perfume Shop implemented the first phase of its new Store+ app initiative designed to enhance the customer’s shopping experience and aims to “make it easier for them when it comes to making an informed perfume purchase”.
Store+ was launched in response to The Perfume Shop’s customer and market research which identified that nearly three-quarters (72%) of customers often require further additional information and services when in-store, with 58% regularly searching for social content, tips and reviews when it comes to selecting a perfume.
The upgraded Store+ app service is designed to bring the Offline + Online (O+O) experiences “closer together than ever before”. Phase one has officially launched and is currently live in 24 stores, with a planned roll-out of further phases taking place in 2025.
