Why Holiday Scents Are Your Secret Black Friday Weapon

Scents are full of secrets that science is helping to unravel. Our sense of smell is unique; it’s the only one plugged directly into the limbic system. That’s right—our brain’s control center for mood, memory, and emotion also processes the aromas we breathe in.

Why We Buy What We Smell: Psychology of Scent Marketing in Retail

What this means for retailers:

• Within a second of catching a whiff, customers begin analyzing and judging a scented retail environment
• That analysis can quickly shift their mood and/or prompt a nostalgic recollection
• Pleasant scents make shoppers feel more comfortable, which helps lengthen dwell time and increase cart size
• How your store smells affects the way shoppers feel about cleanliness and product selection

During the holidays, shoppers are overwhelmed with in-their-face signage and suffocating crowds. This is the ideal time for store managers to lean into scent marketing. During the holidays—and beyond—it can be a subtle salesperson that helps bring shoppers through your doors, makes them feel more comfortable, and even lifts their mood as they shop.

When we think of the past, we often romanticize it, picking out the best parts. Those are the memories that nostalgic holiday scents help unlock, whisking us back to younger days when the world seemed simpler, and life was more carefree.

Scent Marketing 101: Why Retail Stores Should Use Signature Scents

Holiday fragrances like pine, cinnamon, pumpkin, and even apple pie are high on the holiday list. Gingerbread and vanilla, too. These kinds of scents tap into our longing for the past, bringing forth feelings like:

• A pleasant sense of rediscovery
• Stronger connection to humanity
• Happiness/contentment
• Kindness toward others
• The “feel” of tradition
• Excitement

Rather than providing “just shopping,” retail stores may benefit from a destination marketer mindset that provides “an experience.” You may not want the hassle of an in-store Santa Claus…but your store can still evoke the welcoming feel of Grandma’s house.

In November/December, we all feel that “holiday feeling” percolating. And we want the stores where we do our shopping to have it. During the Black Friday, Cyber Monday, and Christmas season, retail traffic picks up, and the opportunity for holiday scent marketing is ripe.

Why use holiday scents now? Competition for customers is higher than ever:

• Foot traffic is up
• Shoppers are ready to spend both time AND money
• Emotions are stronger, which affects decision-making
• Every store feels pressure to sell more
• Distractions abound

As a retail store owner or manager, you’re well aware of these factors. So, how does scent marketing work to your advantage? Stores that engage in scent branding report that customers:

• Shop longer
• Buy more
• Leave fewer potential purchases behind
• Mention it positively in online reviews
• Come back more often (even in the same season)

Now’s the time to implement scent marketing. Here’s how to get started.

As fall turns to winter, holiday favorites like cinnamon, gingerbread, and evergreen are everywhere. But retailers who partner with a professional scent marketer often get access to special scents that help set their store apart.

Aire-Master has been helping clients with scent-related issues since 1958, and their holiday fragrances are some of the best in the business. Take a peek, they’re available now!

• Holly Berry
• Pumpkin Spice
• Cranberry
• Apple Cider
• Winterwoods
• See all holiday fragrances

Need a little inspiration and guidance? We’ve compiled a list of top fragrances for specific retail settings.

Holly Berry or Winterwoods

These scents feel fresh and evoke nostalgia, making them great for home decor, apparel, and sporting goods.

Vanilla Bean or Cranberry

These aromas work well for any size store and are a top choice for home goods sections, as they instill a sense of warmth and comfort.

Cinnamon Spice, Pumpkin Spice, or Apple Cider

Some of the more robust scents in the lineup, these spicy fragrances go well in warm, cozy settings with a good dose of nostalgia.

Once you deploy your chosen scents, you’ll be curious how they’re affecting the setting. And once you have some skin in the game, it’s exciting to start tracking the results.

You can measure the results of your scent marketing efforts. There are a variety of methods for testing performance, as well as a variety of key metrics to track. (NOTE: To truly measure performance, it’s important to have data from BEFORE scent marketing is implemented. This allows you to see the effects more clearly.)

• Shopping Time: Sometimes called dwell time, knowing how long each customer shops can help you fine-tune your approach.
• Conversion Rate: It’s important to understand what percentage of the time items browsed turn into items purchased?
• Waiting In Line: Lines are frustratingly long during holiday shopping. How does the scented setting influence shoppers’ level of annoyance?
• Loyalty: How well does your store do with bringing customers back in? Increase how often you do this, especially in the same season, and you can really boost your bottom line.
• Staff Feedback: There’s lots of data to support the benefits of pleasant scents for employees, too. And happier staff often translates to happier, more satisfied customers.

When you manage a retail store, every dollar has to be accounted for. That’s why it’s good to know that scent marketing offers a bigger bang for the buck than visual merchandising, rental Santas, and other seasonal investments. It’s a low-cost, high-ROI route to scented success.