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What Are Customers Actually Buying Together?
06 Nov 2026
Beyond the bestseller list.
Sometimes purchasing offers a different way to look at fragrance, format and product relationships.
It’s easy to recommend products that look complementary. But do customers actually choose them in the same transaction?
We reviewed our October 2026 product co-purchase report to answer that question. The examples focus on real product combinations recorded within the same orders, not simply products that sold well separately.
What the baskets revealed
Some customers choose more than one scent within a category. For stockists, that raises a useful question about the balance between depth in an individual bestseller and a tightly edited choice of fragrances.
There are also indications that shoppers choose the same fragrance across more than one format. In these transactions, customers naturally selected complementary formats together.
For stockists, the commercial test is whether a second format adds incremental gross profit, rather than merely redistributing demand between products.
These combinations point towards different aromatherapy scents appearing in diffuser and wax-melting formats, and the appeal of a coordinated fragrance across formats. They do not establish how frequently either behaviour occurs across the wider customer base.
Data, not a guarantee
These are genuine same-order examples from relatively small samples. They shouldn’t be described as proven wholesale buying patterns or as a prediction of sell-through for every independent store.
The commercial lesson: test the relationship, not just the display
Choose one relevant product relationship in your own range. Then compare the share of transactions containing both items, the combined gross profit and any effect on the original product’s sales.
If the second product adds value without needing a discount, that’s a more useful result than simply lifting the number of units sold.
Explore complementary products
Build considered fragrance, gifting and aromatherapy assortments across the wholesale portfolio.