Fragrance remains one of the top Mother’s Day gift choices, and that’s true to an even greater extent this year, as experiential spending is still in the early stages of recovery. According to The NPD Group, 19 percent of Mother’s Day gift buyers purchased fragrances, which is double the rate of any other beauty category. The fragrance category has seen strong growth so far in 2021, aided by the unique way fragrances evoke memories and enhance emotions.

During the two weeks leading up to Mother’s Day, fragrance sales accelerated, outpacing January through April 2021, increasing at double the rate of Valentine’s Day, and posting a remarkable 33 percent growth rate compared to two years ago, according to Jacquelyn Wenskus, Director, Fragrance Category Analyst, Beauty at NPD. High-concentration juices, larger sizes, luxury brands, and other premium-priced products fueled this double-digit growth online and in brick-and-mortar department-stores and specialty retailers.

Fragrances provide an easy way to indulge in luxury and boost our mood, which drives the category forward. Mother’s Day was clearly not an exception this year, as fragrance remained a preferred way to express love and gratitude and treat Mom to something wonderful. In a similar way, the fragrance industry also received a gift this year, in the form of the unprecedented growth rates that continued through this special day.