Do French people love their lovers or mothers more?

France is renowned as a nation of romantics. So with Valentine’s Day around the corner, we wanted to see if this reputation is justified. 

We looked into our luxury cosmetics and fragrances dataset* to compare sales in the periods leading up to Valentine’s Day, Mother’s Day and Father’s Day. Outside of Christmas, these are all historically the most popular times of year for fragrance purchases.

When surveyed before Valentine’s Day back in 2016, 69% of French people said they weren’t even planning to celebrate it. But it appears attitudes have shifted since then… 

Our data reveals that French people spend more on their significant others than they do on their mothers or fathers. The difference isn’t marginal either – Valentine’s Day sales are a whopping 39% higher than Mother’s Day sales! 

And while news reports show Father’s Day spending continues to trail far behind Mother’s Day, our data shows just the opposite with 34% higher sales for the former. 

What’s interesting is that Valentine’s Day sales have steadily increased year on year, while sales for the other two occasions have experienced dips in previous years. 

Of course, there could be other reasons to explain these gaps. People may be splashing out on flowers or a nice evening out instead. Buying habits are also shifting as millennials increasingly seek experiential gifts for Mom like spa treatments, according to retail consulting firm Unity Marketing

As for Valentine’s Day, we expect the boom in fragrance sales around Valentine’s Day to continue. A perfume may not be as enduring as the memory of an experience – but at least it lasts longer than flowers and candy!

About our data:

Suburbia partners with companies in the payments and retail industries to create data sets that track anonymized consumer purchases across Europe, delivering a daily view into some of the world’s biggest consumer brands. For insights on luxury cosmetics and fragrances trends, Suburbia’s data set covers sales in over 130 retail outlets in France.

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