Perfume Direct set for record Valentine’s Day sales
Perfume Direct is predicting that it will have a record Valentine’s Day sales period as growth in online sales of fragrances and grooming products shows no signs of slowing down for the online business.
The forecast follows 50% year-on-year growth for PerfumeDirect.com in 2021 when the retailer saw an 81% increase in December and shipped more than 45,000 orders in the two months leading up to Christmas Day. It has now reported a stronger year-on-year start to 2022 as consumers put perfume and aftershave at the top of their Valentine’s gifting list.
Jonny Webber (pictured), head of ecommerce for PerfumeDirect.com, said: “Consumer confidence to buying fragrance online has undoubtedly risen in the past two years and is driving significant increases in sales. We’ve bolstered this shift to online purchasing with new digital technology and onsite features introduced last year, including a new interactive Fragrance Finder that personalises perfume and aftershave choices around an individual’s answers to questions submitted via the site.
“The tool has been a real hit with shoppers looking for that extra bit of help and guidance, especially in the lead up to a gifting occasion such as Christmas and Valentine’s with more than 2,000 users every month.”
