The Perfume Shop reported strong festive sales growth, driven by high demand for fragrance gift sets and personalisation services such as engraving and bespoke wrapping. The results highlight how thoughtful gifting and customised experiences can boost customer spend, strengthen emotional connections, and support long-term loyalty in a competitive retail market. (Image The Perfume Shop)
GLOJanuary 16, 2026
The Perfume Shop has reported a rise in sales over the festive trading period, crediting strong demand for fragrance gift sets and personalised products as key growth drivers. The performance reflects broader retail trends showing that shoppers are increasingly drawn to thoughtful, customised gifting options during peak seasonal moments.
According to the retailer, gift sets performed particularly well in the run-up to Christmas, with customers favouring curated fragrance bundles that offer both value and presentation. Multi-item sets and limited-edition collections proved popular choices for shoppers looking for convenient yet premium gifts.
Personalisation services also played a significant role in boosting sales. Options such as bottle engraving, bespoke gift wrapping, and personalised messaging resonated with consumers seeking more meaningful and distinctive presents. The retailer noted that these services helped elevate fragrance purchases from everyday items to keepsake gifts, encouraging higher spend per transaction.
The results highlight how experiential retail elements—such as customisation and gifting services—can influence purchasing decisions, particularly in competitive categories like beauty and fragrance. Industry observers note that personalisation not only enhances emotional value but also helps retailers differentiate themselves in a crowded market.
Looking ahead, The Perfume Shop has indicated that it will continue to invest in gifting and personalisation capabilities as part of its broader strategy. With consumers showing sustained interest in tailored experiences, the retailer sees these services as an important lever for driving engagement, loyalty, and long-term growth beyond the festive season.
Global Loyalty Organisation Take
The Perfume Shop’s festive performance underscores a broader shift in loyalty and customer engagement strategies across retail. Gift-led purchasing and personalisation services are proving to be powerful loyalty drivers, not just sales enhancers. By offering engraving, bespoke wrapping, and customised gifting, retailers can deepen emotional connections with customers while increasing basket size and repeat visits. From a loyalty perspective, these moments create opportunities to capture richer customer data, reward higher-value behaviours, and move beyond transactional incentives toward experience-led loyalty. As competition in beauty retail intensifies, brands that embed personalisation into both their gifting and loyalty ecosystems are likely to see stronger long-term retention and brand affinity well beyond peak seasonal periods.
Source: GLO
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