With all the love, inspiration, and kindness shown to me from my mother over the course of my lifetime, it’s not easy choosing a Mother’s Day gift that can adequately measure up. Mother’s Day presents a special moment to spoil Mom, giving herwell-deserved indulgences that she may not be likely to spurge on for herself. Hence, the accelerated popularity of fragrances and other luxuries, such as flowers, that are anticipated every year at the beginning of May.
Fragrance remains one of the top Mother’s Day gift choices, and that’s true to an even greater extent this year, as experiential spending is still in the early stages of recovery. According to The NPD Group, 19% of Mother’s Day gift buyers purchased fragrances, which is double the rate of any other beauty category. The fragrance category has seen strong growth so far in 2021, aided by the unique way fragrances evoke memories and enhance our emotions.
During the two weeks leading to Mother’s Day, fragrance sales accelerated, outpacing January through April 2021, increasing at double the rate of Valentine’s Day, and posting a remarkable 33% growth rate compared to two years ago. High-concentration juices, larger sizes, luxury brands, and other premium-priced products fueled this double-digit growth online and in brick-and-mortar department-stores and specialty retailers.
Fragrances provide an easy way to indulge in luxury and boost our mood, which drives the category forward. Mother’s Day was clearly not an exception this year,as fragrance remained a preferred way to express love and gratitude and treat Mom to something wonderful. In a similar way, the fragrance industry also received a gift this year,in the form of the unprecedented growth rates that continued through this special day.