The Perfume Shop sold four bottles of perfume every second across the UK and Republic of Ireland on Black Friday. That’s 150,000 bottles in just one day.

The Perfume Shop head of brand, Michelle D’vaz

With offers available all week in The Perfume Shop stores and on its website, sales were buoyant throughout. Theperfumeshop.com received more than five million page views during the week, and the company estimates it had more than half a million shoppers through its doors on Black Friday alone.

On Monday, a special offer helped 1 Direction That Moment to sell out online after just two hours, but the best-selling fragrances of the week were Diesel Only The Brave, Boss Bottled Night and Ghost Deep Night.

The UK and ROI’s largest specialist perfume retailer says its peak online time was at 8am on Black Friday, when customers were shopping before they started work. Customers were also shopping throughout the night, with thousands online at 1am. Three quarters of online shoppers on Black Friday were women. 

The Perfume Shop predicts further record-breaking sales as shoppers fully embrace the chance to kick off their Christmas shopping. The company’s head of brand Michelle D’vaz (pictured above), says: “This year we wanted to ensure we treated our customers to the best value possible, so we launched the biggest discounts in The Perfume Shop’s history.”

“We know customers not only want amazing deals at this time of year but they also value support and advice to assist them in purchasing perfect gifts for loved ones. We believe the combination of our industry leading expertise and exceptional offers mean we had Christmas all wrapped up for savvy shoppers this Black Friday.”