The rise of niche fragrance

It was once said by Westly morris that December was most reliable for fragrance industry sales, however this does not seem to be the case these days since sales have fallen within the recent years someone even pointed out that there was a 6% drop from 2015 - 2016, the only positive was that the prestige sales rose by 1%. Is there a possible way to change this? Are people not bothered by their scent anymore? Do people even really have time to go to stores and shop during the christmas period?