U.S. fragrance sales peaked in December 2025, driven by personalized, patient in-store guidance at Macy’s.

Fragrance sales in the U.S. hit a peak in December, accounting for a quarter of annual high-end scent purchases, outperforming makeup and skincare through September 2025, according to Circana. At Macy’s, beauty advisers receive weekly training on trends like “juicy fruit” scents and fragrance layering, focusing on approachability, respect for personal space, and personalized guidance. Advisers use test strips, spraying three times and waiting for scent to settle, to avoid overwhelming customers. They begin by asking whether a purchase is for oneself or a gift, then guide shoppers toward mid-range fragrance intensities—typically the most popular—adjusting based on preference. Open-ended questions and encouraging sniffing of the wrist between samples help reset the nose. The approach emphasizes patience and autonomy, supporting self-guided exploration while offering help when requested.