The fragrance space is more competitive than ever, and it’s a category in which holiday sales are particularly crucial. This year, fragrance brands are turning to more experiential activations and dispersing their scents in public spaces to bring customers in.

Some Amazon sellers are reducing or skipping their Black Friday and Cyber Monday promotions as tariffs and platform fees squeeze margins.

Younger shoppers are cutting back on Chipotle, but spending more at Coach. As Gen Z mixes bargain shopping with luxury splurges, brands are charged with finding the middle ground.