As a retail buyer, you know that customer preferences evolve with the seasons. The fragrances that appeal in the depths of winter aren’t necessarily what your shoppers will reach for in the heat of summer. If your product selection doesn’t keep up with these changes, you risk missing out on significant sales opportunities.
By strategically aligning your fragrance offerings with seasonal trends, you can better meet your customers' needs and drive consistent revenue throughout the year. According to the National Retail Federation (NRF),the holiday season can represent as much as 30% of the annual sales of some retailers.
However, seasonality is more than a one-time spike in sales.
“Looking at a year’s worth of retail data reveals that the back half of the year delivers spikes in first-time buyers for brands. These spikes underscore the value of major seasonal shopping events. But on the tail of these first-time buyer spikes, we see increases in second-time buyers during the first half of the year.” - Sharon Shapiro, Bluecore
Let’s dive into how you can capitalize on these trends with a few simple adjustments.
Understanding Seasonal Scent Trends
Seasonal scents have a strong appeal because they tap into the sensory experiences and emotions associated with specific times of the year. For instance, winter fragrances often include warm, cozy notes like cinnamon, pine, and vanilla, which can evoke feelings of comfort and nostalgia. In spring, lighter, fresher scents such as florals and citrus become popular as they align with themes of renewal and growth. Summer brings a demand for breezy, refreshing scents like coconut, ocean mist, and tropical fruits, while fall leans into richer, spicier fragrances like pumpkin, apple, and sandalwood .
Recognizing these trends is only the first step. To leverage them effectively, it’s essential to implement a proactive approach in your merchandising strategy.
A Simple Plan to Boost Your Seasonal Offerings
- Select the Right Seasonal Scents:
Begin by choosing products that match the seasonal preferences of your customers and enhance your store’s overall presence. Whether it’s pumpkin spice candles for fall, or holiday-themed wax warmers, curated collections tailored for each season can help you stay relevant and on trend.
If you’re unsure where to start, focusing on best-sellers is a smart approach, as these items have a proven track record of resonating with shoppers.
- Capture the Entire Selling Season:
Timing is crucial when it comes to seasonal sales. To maximize opportunities, plan to have your seasonal fragrances in stock well before the season fully sets in. For example, holiday scents should ideally hit your shelves in October, allowing customers to get ahead of the season and start setting the mood at home. Studies show that nearly half of all consumers start their holiday shopping before November. Early seasonal displays can lead to increased impulse buys and repeat visits as shoppers look to refresh their spaces regularly.
Consider using this retail buying calendar to anticipate upcoming seasonal trends.
- Merchandise Strategically:
Position your seasonal fragrances alongside other relevant products. For example, group fall fragrances with autumn decor items or summer scents with outdoor entertaining essentials. This integrated approach not only enhances the shopping experience but also encourages customers to add complementary items to their carts.
Read more here on the importance of effectively merchandising active scent.
Transform Your Seasonal Strategy
By selecting the right scents, timing your inventory effectively, and merchandising thoughtfully, you can tap into meaningful sales growth through seasonal offerings.
Now is the time to elevate your fragrance strategy. Seasonal scents shouldn’t just be a side offering—they should be a core component of your product lineup. Start simple, execute with intention, and watch as your seasonal sales become a key driver of your store’s success.
