SCENTS SENSIBILITIES

What’s driving home fragranced purchasing decisions for gift retailers, how important is the packaging and provenance of a product and which scents are in hitting the high notes?

These were just some of the many questions put to retailers in the first ever PG&H Guide To Home Fragrance, with 86% of respondents confirming that home fragrancing products are a ‘must have’ in their shops.

Read on to sniff out what gift retailers really think and feel about this all-important product sector.

HOW HAVE YOUR SALES OF HOME FRAGRANCED PRODUCTS FARED OVER THE LAST YEAR?

WHEN SOURCING, WHAT INFLUENCES YOUR PURCHASING DECISION?

The vast majority of retail respondents (93%) confirmed that price points, as well as packaging/shelf appeal, were the biggest drivers when placing orders, with over three quarters of respondents highlighting fragrance (78%). Ethical/sustainable credentials were important to almost two thirds (64%), while the brand and back story influenced 43% of respondents, with Made in Britain a driver for just over a third (36%).

WHAT TYPE OF HOME FRAGRANCING PRODUCTS DO YOU OFFER?

All survey respondents confirmed that they stocked candles, to include tea lights (71%), with 93% offering reed diffusers and 50% selling diffuser refills. Some 57% of respondents also stock scented sachets, room sprays and candle accessories, such as candle holders. Wax melts and burners and electronic mist diffusers are on the shelves for 43% of survey respondents, while 28% stock car fragrances and 14% offer fragrance lamps.

WHAT DO YOU FEEL YOUR CUSTOMERS ARE LOOKING FOR WHEN PURCHASING HOME FRAGRANCING PRODUCTS?

According to the findings of the retail survey, it’s price that drives sales, followed by fragrance and packaging. Under a third of those surveyed said that their customers were influenced by ethical/sustainable credentials (29%), while just over a fifth saying that a purchase was brand-driven.