“Visions of sugar plums” conjures an immediate Christmas image for many people, but what about “smells of sugar plums?” Interestingly, that particular scent may not be well-connected to the winter holiday season, but many most certainly are. Research shows that smell is highly related to memories and emotions. From boosting moods to boosting sales, businesses have capitalized on this link to help shape consumers’ behavior. SensoryCo develops and provides a variety of aromas and scent effects specific to the holiday season.
What Smells Like the Holidays?
In a recent poll, The Huffington Post found the following scents to be favorites of the holiday season: hot chocolate, freshly baked sugar cookies, a fire, peppermint, mulled cider, pine, potato latkes, pie, candles, and gingerbread. Respondents explained that many of these scents reminded them of childhood holiday memories or simply “elicits joy.” Other studies show actual effects on the brain of certain scents: pine can decrease feelings of depression, peppermint can supply a boost of energy, and cinnamon can increase attention.
Using scents in business was initially to mask negative odors, but it’s now relatively common for businesses to use scent to enhance the environment. A study done in 2013 by the Global Journal of Commerce and Management Perspective found that ambient scent has significant impact on consumer behavior in terms of emotion, evaluation, willingness to return to a store and purchase intention. Specific scents in stores have been found to cause shoppers to linger longer and food retailers are known to pump delicious aromas into the area to make people more likely to buy their product. More subtly, scents are used in marketing to create a particular brand image or just create a more festive mood.
From malls to hotels to attractions, holiday-related scents can connect visitors to memories of happy times, which can create a new positive connection with the current experience. SensoryCo provides many of those scent effects to a variety of clients, especially during the holiday season. Many clients change out their scents for each season and for special occasions. So take a big sniff, boost your brain and your mood (but watch your shopping!), and enjoy the scents of the season!