Did you know that Brits waste £1.27billion on unwanted Christmas gifts? Fragrance seems like a ‘safe’ gift, but is it? We’ve asked the experts…
“In a Censuswide survey2 last year, three in five Brits (58%) received an unwanted gift at Christmas, which is around 31 million adults”, says Jonny Webber from PerfumeDirect.com. “That’s an estimated £1.27 billion spent on unwanted gifts, with an average value of £41 per person. The most common unwanted gifts are soap, bath bombs and moisturisers.
“It’s clear we could all do with some help making better gift choices. And given that more than half of women would be happy to receive cosmetics, perfume and body care, and almost a quarter of men, having some strong pointers on how to choose a fragrance as a gift is invaluable to ease some of the stress at this time of year.”
Let’s look at a simple formula for finding the perfect gift:
Perfect Gift = (Personal Insight × Emotional Impact) ÷ Effort Transparency + Surprise Element
“Applying this to perfume or aftershave starts to simplify the gift buying process,” says Jonny.
“Personal insight is all about how your choice of gift says you really get them. Match fragrance to personality and occasion; and choose a fragrance that reflects them, not you.
- Consider when it will be worn. A light, fresh fragrance suits daytime wear or work, or an occasion gift – a richer, spicier noted perfume – if they like going out in an evening.
- If you know they like “fresh or citrus” scents then pick within that family; if they lean bold/statement then go for oriental and woody.
- For a gift, an Eau de Parfum feels more luxurious, but if they prefer something subtle for daytime, an Eau de Toilette is safer.
- Consider a discovery set from their preferred brand so they can build their own scent story.
- If their style is timeless and classic, then go for fragrances that stand the test of time like Chanel or Dior J’Adore.
“Emotional impact – think about how they’ll feel when they unwrap it. Nostalgia. Delight. Connection. Joy. The stronger the emotion, the better. Make the story part of it. If you mention “I chose this because it follows your taste for X” or “I found it meets the notes you like (or the family you wear)” you align with the expert advice and add the emotional layer.
“Effort Transparency – people don’t necessarily want an expensive gift, but they do value thoughtfulness and care. Something that clearly took time or creativity will always trump a pricey but generic option.
- Try memory-trigger gifting: a beachy marine note from a summer holiday, or a fragrance that mirrors a shared moment.
- Pick a scent with a name that means something, or one that reflects a shared experience.
- Gourmand fragrances — with notes of cherry, vanilla or chocolate — are universally comforting and indulgent, perfect for people who love something a little edible and warm.
“Surprise element can be about adding a clever twist, whether it’s creative wrapping, a bottle that feels special, a fragrance with an unexpected twist, or notes that evoke emotion. The goal is to create a memorable unwrapping moment, not just another addition to the dressing table; a gift that gives the dopamine hit that turns a ‘nice’ gift into an unforgettable one.
“And overall, luxury isn’t always about the price tag. Even a small, well-presented bottle with a quality scent will feel indulgent at any budget. Choosing a brand you know they love shows attention to detail and care.
“Fragrance buying has evolved far beyond the beauty counter. TikTok trends, influencer reviews and AI-powered scent-matching tools are shaping what shoppers add to their baskets. Viral perfumes can sell out within days, and consumers now look for scents that express mood or identity as much as smell good. The right gift blends personal insight with cultural awareness.”
2025’s Best Christmas Fragrance Gifts
Jonny adds: “To ease off some of the stress, it’s also useful to know what the most-wanted scents are. These are the top trending scents we expect to be the biggest sellers this Christmas.”
There are five Jimmy Choo fragrances in Perfume Direct’s top sellers this year – including the brand’s classic Jimmy Choo EDP and Fever. Try the new I Want Choo Le Parfum that comes in a gorgeous gold bottle and is an amber-floral-woody scent that suits so many fragrance preferences.
Tom Ford Rose Exposed and Tom Ford Ombre Leather are set to be major sellers this Christmas. Rose Exposed gives a modern, unisex spin on the ever-popular rose — perfect if your recipient loves bold florals or statement fragrances. Tom Ford Ombre Leather leans toward “a gift for someone who knows their fragrance” rather than safe beginner scent.
YSL Libre Intense EDP is another standout for 2025 – a designer label with a strong scent profile that’s warm and inviting. Great for someone who enjoys a bit of drama in their fragrance.
And a continual hit when it comes to Christmas gifting is Givenchy L’Interdit Absolu. A fantastic gift choice because it’s universally appealing, boasts fresh-yet-bold notes and excellent longevity.
Other perfumes that make great gifts are Byredo La Tulipe EDP, Prada Paradoxe and Valentino’s Donna Born In Roma range. For men, one to watch in 2025, is Jean Paul Gaultier’s exciting new aftershave Le Male Elixir Parfum Collector Edition alongside the perennial favourite Dior Sauvage.
