The Perfume Shop has reported a +3.3% uplift in total sales across its extended Black Friday event compared to 2024, driven by discounts and an expanded assortment offering shoppers 19% more choice than last year.

The fragrance retailer also announced it achieved a 99% on-time dispatch rate as it focused on delivering reliability and and convenience, following investment in advanced warehouse automation and logistics. 

“We understand how crucial it is for customers to feel assured when selecting gifts during the busiest shopping period of the year. That’s why we’ve invested heavily in every aspect of the shopping journey, from reliable delivery to in-store expertise and personalised services,” commented Gill Smith, Managing Director of The Perfume Shop.

“Our goal is to provide not just a purchase, but a memorable perfume experience that brings joy to both the giver and the receiver,” added Smith.

The Perfume Shop credited its strong performance to its team, reporting colleagues volunteering to work late to ensure the maximum number of orders were packed and dispatched.

The retailer announced it was expanding its partnership with Deliveroo earlier this year, after it saw demand for on-demand delivery peak at 1,000 bottles across the 2024 peak trading period.

Father’s Day delivered a +10% year-on-year revenue boost for the retailer, which sold 248,142 bottles of fragrance in the two weeks to 15 June 2025.