The Perfume Shop said it enjoyed “another successful Christmas” after selling two million bottles of perfume in the run up to the festive season.
The fragrance specialist reported a “significant last-minute rush” as online sales of gift sets rocketed 54% year on year in the final week before 25 December.
Next day delivery and click and collect orders in the 14 days to Christmas rose 10% compared to last year, while The Perfume Shop’s tie-up with Deliveroo accounted for £100,000 in sales.
The retailer said its promotional deals proved popular, with its busiest online day on 1 December, achieving a 5% increase on last year. Its busiest hour fell on the evening of 18 December, beating previous records set over Black Friday.
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The Perfume Shop noted its standout perfumes of 2024 included Gucci Flora Gorgeous Orchid, Yves Saint Laurent Black Opium Over Red, YSL MYSLF, and Hugo Boss Bottled Triumph.
Personalisation services rose 8% year on year, with over 300,000 ribbons and 8,000 engraved perfumes delivered to customers.
The Perfume Shop managing director Gill Smith 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 exciting new perfume launches, we delivered more choice, value, and innovation than ever before. I’m deeply grateful to our loyal customers and dedicated 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.”
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