The most popular gifts purchased at airports are fragrances and personal care products – often in special holiday sets. In both of these categories, stores operated by Lagardère Travel Retail at Polish airports recorded double-digit sales growth in December vs. 2023. Growth in the perfume category was as high as 17.9 percent, cosmetics – nearly 11 percent. Airport customers are mainly interested in bestsellers and novelties, as well as products that are hard to find in the local market – such as sets of fragrance miniatures.
Lagardère Travel Retail: We are pleased with sales increases
– The value of sales in December this year was almost 13 percent higher than the average of previous months. The value of the shopping cart also increased. These results are pleasing, because it’s a sign that our offer responds to the needs of passengers. We always try to make it attractive in relation to what is offered in the local market. Not only in terms of price, but also because of the assortment that is not available anywhere else. This year we also prepared a special campaign for customers inspired by “The Nutcracker.” We also focus on personalization: customers can compose their own sets, which we package as gifts, and engrave perfume flacons,” points out Malgorzata Sobon-Barca, Senior Category Manager at Lagardère Travel Retail in Poland.
Perfume a popular Christmas gift
The most popular fragrances among passengers returning home for the holidays are those of well-known brands, especially when they can be purchased in Christmas sets with an additional gift of a mini surprise. Body care sets are also a frequent choice, with bath and home spa ritual brands such as Rituals and Old Soap House leading the way. In total, Christmas sets account for nearly 20 percent of December sales of perfumes and cosmetics at Lagardère Travel Retail’s airport stores.
Gifts from Poland are often… from Poland
It is worth noting that Polish companies’ offerings are very popular among airport customers buying gifts for the holidays. For Lagardère Travel Retail in Poland and domestic manufacturers, this is a good opportunity to promote them. Special, limited Christmas editions are created – for example, a body care set with the scent of orange with cinnamon or apple with cinnamon by Mokosh, or the already cult bath muffins with Christmas decorations from Stara Mydlarnia. Polish sweets and alcohols also often find their way onto Christmas shopping lists.
– We focus on cooperation with local suppliers, regionalization of products and sense-of-place – not only on holidays. We provide an attractive marketing setting in our stores. We create special displays and animations with our partners. Supporting local craftsmanship and promoting Polish culture is part of the company’s broader strategy,” emphasizes Magdalena Winconek, Marketing Manager at Lagardère Travel Retail in Poland.
Lagardère Travel Retail is a global leader in the travel retail industry, which, through its Travel Essentials, Duty Free & Fashion and Dining lines, manages a network of more than 5,000 stores operating in airports, train stations and other concession spaces in 42 countries and regions. In 2023, the Group’s sales (100%) amounted to €6.6 billion.
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