CHICAGO — Fragrance remains one of the most popular holiday gifts among U.S. consumers, and new data from Circana shows that the category is poised for another strong season. According to the firm’s 2025 Holiday Purchase Intentions Report, about one in five consumers bought fragrance as a holiday gift last year, and purchase intentions are even higher this year.
Fragrance sales typically increase in the fourth quarter, and 2025 is expected to follow this trend. Circana forecasts low single-digit growth for prestige fragrances in Q4, with sales once again surpassing $4 billion. December alone accounts for about 60% of quarterly sales, with the peak shopping period occurring during the week before Christmas and the holiday week, when last-minute shoppers rush into stores.
Demand is expected across all price ranges, especially in department and beauty specialty stores. Higher-end perfumes and luxury brands are attracting strong interest, while more affordable options, such as minis and body sprays, remain popular gift choices. Prestige fragrance gift sets are also expected to have another successful season, historically making up over 25% of Q4 prestige sales.
While prestige remains the top in the category, mass fragrances are growing in popularity. Sales of mass-market scents have risen by double digits through early November, partly because of innovation in body sprays and new brands that attract younger consumers. Circana predicts that mass fragrances will have a bigger role in holiday gift baskets this year as shoppers diversify their selections.
