The Perfume Shop reveals a record-breaking year for Valentine’s sales

The age-old tradition of gifting perfume to your Valentine shows no sign of dwindling as The Perfume Shop reveals it sold 173,000 bottles of scent in the two weeks before the day of love this year, +14% vs 2020.

Love was clearly in the air with shoppers, who boosted total retail sales in stores and online in the first two weeks of February +24%, versus the same period in 2020. There were clear favourites among customers, with the number one selling fragrances during February Dior Sauvage (selling 7,000 bottles) and Carolina Herrera Good Girl (selling 2,700 bottles).

With in-store and online services able to add a personal touch to presents as well, February has seen over 2,000 bottles engraved and 28,000 personalised ribbons sold.

Floral and amber scents were both winning, often with notes crossing into each fragrance family. Floral scents proved a popular choice with their traditionally romantic and feminine connotations, with Good Girl, Gucci Bamboo and Miss Dior featuring in the top 10, though more sultry, ambery fragrances including Chanel Coco Mademoiselle and Dior Sauvage also among the bestsellers.

With recent new launches from favourite brands including Armani, Marc Jacobs and Viktor & Rolf, this year’s Top 10 Valentine’s bestsellers included both classic favourites and some brand new scents:

  1. Dior Sauvage
  2. Carolina Herrera Good Girl
  3. Chanel Coco Mademoiselle
  4. Miss Dior
  5. Gucci Bamboo
  6. Boss Bottled
  7. Montblanc Explorer
  8. YSL Black Opium
  9. Ariana Grande
  10. Bleu de Chanel

Andrea Rickard, The Perfume Shop’s trading director, comments: “Perfume is always a popular present for Valentine’s Day and with so many fantastic new launches in the last couple of months our customers have been spoilt for choice this year! We’re already seeing an optimistic start to the year and we’re excited to share more great launches with our customers in the coming months.”