Moms Still Want Fragrance For Mother’s Day

Got juice? Behind December and November, May has historically been the third best-selling month for women’s prestige fragrance in the US, making the Mother’s Day month the most popular time of year for sales after the holiday season, according to global information company The NPD Group.

Consumers spent close to $90 million in department/specialty stores alone for women’s fragrance juices and gift sets in the week leading up to Mother’s Day last year, which fell on May 14. Dollar sales were more than two to three times greater from May 7 through May 13 than any other week in May. Across the total 52 weeks of 2017, the only weeks to generate higher sales were the first three of December, coinciding with the holiday shopping wave.

“The fragrance industry benefits from the extra recognition mothers get in May. Gifting fragrance is special because the emotional component of the category makes it a perfect option to show appreciation for Mother’s Day,” said Larissa Jensen, executive director and beauty industry analyst, The NPD Group. “Looking at how fragrance is faring so far this year, it’s off to a great start on account of the turnaround we’re seeing during key holiday periods over the past four months. Given this trend, fragrance has the potential to outshine itself this Mother’s Day.”

Year-to-date through March 2018, the sale of women’s juices grew by 7% to $335.1 million, and gift sets were up 5% to $83.9 million, a particularly encouraging Q1 performance compared to last year, when sales for both segments began the year flat.

For more on spring fragrances, check out our most recent article on the latest trends.