The Perfume Shop has reported increased Valentine’s Day sales, selling more than 240,000 bottles between 1 and 14 February.
The retailer saw a 34% increase in retail sales across its portfolio of perfumes, which includes both classics and new fragrances.
Gift sets also impacted sales, rising 50% compared with the same period last year.
Last-minute shoppers drove a 7% increase in perfume purchases on 12 February, the site’s busiest day.
Customers also took advantage of the retailer’s half-price next-day delivery offer, ensuring their gifts arrived on time for Valentine’s.
Another factor for this year’s Valentine’s Day success was The Perfume Shop’s personalised services.
The retailer delivered 39,655 personalised ribbons and 983 engraved fragrances to customers, marking a 2% increase compared with 2024.
“Perfume is more than just a gift; it is a meaningful expression of love, care and thoughtfulness,” said Andrea Rickard, Trading Director at The Perfume Shop.
“We knew that this Valentine’s Day, customers were looking for something truly special, whether it was a new fragrance to surprise their loved one or a timeless scent to enhance their partner’s collection.
“We are delighted that our personalised services continue to be so well received, as they play such an important role in making the perfect Valentine’s Day gift – and not just for 14 February, but all year round.”
The Perfume Shop’s top-selling fragrances for Valentine’s Day included a mix of classic and new scents for both men and women.
For ladies, the bestsellers were Lancôme La Vie Est Belle, Yves Saint Laurent Black Opium, Prada Paradoxe, Euphoria and Pascal Morabito.
For men, the most popular choices were Dior Sauvage, Hugo Boss Night, Bleu De Chanel, Burberry Touch For Men and Joop! Homme.