Fragrance is topping Christmas wish lists this year, with shoppers across the UK turning to small, thoughtful luxuries that feel special without carrying a premium price tag, and Marks & Spencer is seeing the benefits of that shift.
The retailer has reported strong festive demand for its own-label Discover fragrance range, with sales up more than 20% year on year as customers increasingly opt for affordable indulgence during the cost of living squeeze.
Over the past 12 months, Marks & Spencer has grown its share of the own-label fragrance market from 8.3% to 12.4%, underlining a clear change in consumer behaviour as shoppers prioritise value while still seeking quality and presentation.
So far this quarter, M&S has sold around 500,000 bottles from the Discover range alone, with its bestselling scent Soft Iris selling at a rate of more than 2,100 bottles a day last week, as shoppers snapped up stocking fillers and Secret Santa gifts.
The company now expects to sell more than one million bottles over the Christmas period, cementing fragrance as one of the strongest-performing categories in its beauty offer this winter.
To meet rising demand, M&S expanded the range in October with the introduction of four Eau de Parfum options, offering a more concentrated and longer-lasting version of its most popular scents, and early sales have exceeded expectations.
Seasonal releases have also played a key role in driving interest, with two Limited Edition winter fragrances, Winter Nights and Sparkle & Shine, adding a festive edge to the collection and proving particularly popular with shoppers.
Winter Nights sold out within eight weeks of launch, while Sparkle & Shine is expected to sell out before Christmas, with both fragrances selling around 10% faster than last year’s seasonal releases.
James Mugford, Head of Beauty at M&S, said fragrance has become a standout area within the business as customers rethink how they spend during the festive season.
“Fragrance is the fastest-growing part of our beauty business and an example of how own-brand is bringing in new customers and helping reshape and modernise our offer.
“At Christmas, customers are looking for gifts that feel thoughtful without breaking the bank, and Discover delivers exactly that, from stocking fillers to Secret Santa, affordable luxuries that make the season special.”
The Discover range is priced to appeal to budget-conscious shoppers, with Eau de Toilette options available at £7 for 30ml and £10 for 100ml, while Eau de Parfum versions retail at £16 for 100ml, offering a higher-end feel without a luxury price point.
As shoppers continue to balance festive generosity with financial pressures, M&S’s fragrance success highlights how accessible treats are playing an increasingly important role in Christmas spending habits.
