Fragrance has moved up on the consumer’s holiday gift-buying list from number eight to number six, according to The NPD Group.

In past years, fragrance has ranked 10th. According to NPD’s holiday retail survey, 17 percent of consumers said they bought fragrance as a gift after 14 percent said they planned to do so. “Fragrance is having a second banner year,” said Karen Grant, vice president and senior global industry analyst. “This holiday will not be just about the latest gadget or smartphone.”

According to NPD, from January to October of this year, total prestige market dollar sales of fragrance in U.S. department stores totaled nearly $1.8 billion, up 7 percent. Units grew 2 percent with more than 27 million units sold.

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