Home Blog 2020 Fragrance Sales Trends for Valentine’s Day
Feb 7, 2020

For Valentine’s Day, It’s Personal

Subscribe to our blog

For some, fragrance can feel like a sensory photo album for their life. A dear friend of mine always purchases a fragrance when she travels to new places. She says it immediately transports her back to that time and place, even better than a photo. For myself, I associate fragrance with people. I will often smell a scent in the most mundane places and immediately find myself recalling the memory of a friend or loved one. 

As Valentine’s Day approaches, fragrance remains a favored gift. In 2019, the two weeks leading up to the holiday generated over $170 million in fragrance sales in the U.S. prestige market, increasing by 5% from the previous year. While women’s scents made up over 60% of the sales, men’s scents grew the fastest – up 7%.*

This year, new fragrance launches for 2020 are already in stores and waiting to be discovered. While fragrance can be found in many places, department stores are the preferred destination. According to NPD’s Scentiments consumer study, 41% of fragrance purchasers make their purchases in department stores.** 

As we observed during all the key gifting periods of 2019, fragrance sales continue to grow. Keeping the momentum, I expect Valentine’s Day 2020 will not disappoint. Whether it’s a new or classic scent, fragrance gift giving remains closely tied to this holiday. While flowers and chocolate quickly disappear, fragrance lingers and brings with it an imprint that may last a lifetime in someone’s memory. 

 

*Source: The NPD Group/ U.S. Prestige Beauty Total Measured Market
**Source: The NPD Group/ Scentiments Fragrance Journey 2019



Stay current in your industry
SUBSCRIBE

Related Content

Tagged: Beauty


Consumer Perspectives on Makeup
Consumer Perspectives on Makeup

Given the realities of working from home, physical distancing, and mask wearing, the importance of wearing makeup has lessened among women in the U.S. At the same time, consumer shopping behavior and attitudes toward purchasing makeup have shifted.

Spending Gets More Personal as U.S. Consumers Get Out of Their Homes and Go Into Stores, Reports NPD
Spending Gets More Personal as U.S. Consumers Get Out of Their Homes and Go Into Stores, Reports NPD

The importance of enhancing life at home during the pandemic remains, but retail trends show an increased interest in categories like apparel and beauty. Social Image Requests (optional): consumer, wearing mask, in a store, shopping for apparel

Consumer Sentiment in Germany — COVID-19’s Impact on Food, Sports, Beauty, and Toys
Consumer Sentiment in Germany — COVID-19’s Impact on Food, Sports, Beauty, and Toys

Shopping behaviour in Germany has changed as a result of the COVID-19 crisis. Consumers tell us enhanced sanitation and enforcement of social distancing measures will make them more comfortable during their shopping experiences.

Spain: Consumer Priorities as Recovery Progresses
Spain: Consumer Priorities as Recovery Progresses

As consumers in Spain emerge from the stay-at-home period, they say retailers with strong health precautions in place will win their business. Digital will gain importance, and consumers won't be willing to spend too much time in stores.

Newsletter

Subscribe and get key market trends and insights relevant to your industry each month.

We will not sell your information. View privacy notice. | Cookie Settings

Follow Us

© 2020 The NPD Group, Inc.