This Valentine’s, perfume shopping was all about choosing scents that feel deeply personal. With consumers seeking gifts that feel meaningful, expressive and lasting, perfume remains one of Valentine’s Day’s most powerful gestures. The Perfume Shop, the UK’s largest specialist perfume retailer, celebrated all things Valentine’s as they reported strong sales results with over 238,000 bottles sold during 1st February to the 14th February. That equates to 12 bottles sold every minute!
Whether customers were putting even more thought and personalisation into their perfume gifting, shopping for bold twists on classics, or simply wanting that statement scent for their loved ones. The Perfume Shop was the ultimate destination for all things love.
The Perfume Shop’s sales were driven by a 115% increase in sales across new perfumes and a 22% increase in gift sets compared to last year. The perfume retailer also reported that Wood Green was the retailer’s top-performing store for Valentine’s Day, reflecting particularly strong demand in the days leading up to 14 February. This performance highlights the continued importance of physical retail during peak gifting moments, as customers seek expert guidance, immediacy and personalised services.
Last minute shopping continued to be popular this Valentine’s with the website’s busiest day on Monday 9th February seeing a 43% increase in perfume purchases, with customers also making the most of The Perfume Shop’s guaranteed delivery service before Valentine’s Day.
Floral perfumes remained a firm favourite for romantic gifting, particularly rose-led and white floral blends, while citrus and fresh notes appealed to shoppers buying for energetic, optimistic partners. Meanwhile, bold woody, spicy and amber scents continued to perform strongly across men’s and gender-neutral gifting.
The perfume retailer’s personalisation services were also in high demand, delivering over 42,000 ribbons and 1,200 engraved perfumes to loved ones, up 136% vs 2025.
Andrea Rickard, The Perfume Shop’s trading director said: “Valentine’s Day continues to be one of our most important gifting moments of the year, and it was fantastic to see such strong demand across both classic and new perfumes. Customers were clearly looking to make their gifts feel extra special, and this Valentine’s really highlighted the value of personalisation and expert advice in helping turn a perfume into a truly meaningful gift.”
The Perfume Shop has opened the doors to another new and improved experiential store at The Perfume Shop Braintree Village, Unit 63, Braintree Village, Charter Way, Braintree, Essex, CM77 8YH.
Opening in just a few days, the iconic retailer, who this year celebrates its 34th Birthday, will be continuing to offer the hottest perfume launches, celebrity fragrances and classic designer scents, alongside its passionate in-store team, offering expert advice.
The stylish new store is set to feature a brand-new layout and upgraded services including a digital screen, a personalised ribbon machine, as well as offering The Perfume Shop’s signature expert fragrance consultations, complimentary gift wrapping and a recycling service where customers can drop off used perfume bottles to receive 15% off their next purchase. Not only this, but from Friday 20th February. The Perfume Shop will also offer a free bottle of fragrance to the first 30 customers with any purchase over £100.
The Perfume Shop’s continuous expansions on new stores and experiential counters across the UK and re-fitting existing stores to ensure sustainability is always at the forefront. With this, stores continue to benefit from factors such as energy efficient LED lighting throughout, which contributes to The Perfume Shop’s commitment in reducing their energy consumption by 30% by 2030 vs 2015. All Principal Contractors are ISO14001 accredited to ensure their waste management on site is adhered to along with the control
of the ongoing environmental impact of their operations. Where possible, existing materials and equipment are retained or reused.
Sam, store manager at The Perfume Shop Braintree Village, commented: “We’re so excited to be opening our new store just in time for Mother’s Day. We can’t wait to welcome shoppers in to explore the latest launches and timeless favourites, with expert advice, beautiful gift wrapping and plenty of inspiration for the perfect present.”
One of the UK’s largest specialty fragrance retailers and home to nearly 130 brands, from designer perfume houses to celebrity fragrances, The Perfume Shop has been a staple of the high street for over 30 years, serving those with a nose for great value.
The new store is located at The Perfume Shop Braintree Village, Unit 63, Braintree Village, Charter Way, Braintree, Essex, CM77 8YH.
