NPD Reports Fragrance Moves Up As Top Item on Consumer Holiday Gift List

Port Washington, NY, December 6, 2012 – The annual holiday retail study by The NPD Group, Inc., a global information company, has revealed that fragrance moved up the ladder as a top gift on consumers’ holiday shopping list. Following the footsteps of last year’s survey, fragrance continued to rise and climbed from the number eight to the number six position this year.

In previous years, fragrance has been consistently ranked at number 10, but in 2011 fragrance moved up to the number eight spot. More good news, while 14 percent of consumers reported plans to purchase fragrance as a holiday gift; 17 percent of consumers reported that they actually did purchase fragrance as a holiday gift.

“Fragrance is having a second banner year,” said Karen Grant, vice president and senior global industry analyst, The NPD Group. “This holiday will not be just about the latest gadget or smartphone. Consumers are seeing fragrance as a sweet treat for themself or someone special.”

According to NPD, during the first 10 months of 2012 (January to October), total prestige fragrance dollar sales in U.S. department stores were nearly $1.8 billion, up seven percent, compared to the same time last year. Units grew 2 percent with over 27 million units sold.

In addition, men’s fragrances overall fared a little better than women’s as that category grew seven percent in dollars and women’s grew six percent for year-to-date, January to October 2012. The real boost in sales came from men’s prestige fragrance gift set sales, which doubled in growth, fourteen percent vs. seven percent growth of women’s fragrance gift set sales for the same time period.

Top 5 Best-Selling Total Prestige Fragrance Brands

Year-to-date January –  October 2012

  1. Coco Mademoiselle
  1. Acqua Di Gio Pour Homme
  1. Bleu De Chanel
  1. Light Blue
  1. Chanel No. 5

Source: The NPD Group / BeautyTrends®

“Shoppers are loving the fragrance offerings this year: from classics to new, from women’s to men’s, from woody notes to sweet florals, from premium niche offerings to under one ounce rollerballs, there is something to delight everyone. Add into the mix the increase in unit activity and you will see it’s not just more expensive products that are selling, rather, there are more products selling and that is an encouraging sign heading into the holidays,” said Grant.

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Dora Brunette

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