Mamas & Papas hails ‘record’ Black Friday trading
Mamas & Papas has reported record sales over the Black Friday trading period.
The retailer delivered a 10% increase in UK retail sales across stores, concessions and online during the five week period to 30 November.
Sarah Ashby, chief operating officer and interim chief executive of Mamas & Papas, said: “We saw record footfall in our store estate and online over the period as customers shopped our discounts, with record conversion rates.
“We also booked our highest ever number of Buying for Baby personal shopping experiences, with customers looking for expert, tailored advice on their big purchases from our experienced store colleagues.”
Best performing categories included nursery furniture and travel systems as trading was boosted by the launch of the new Ocarro 2 ‘all-rounder’ pushchair. Sales in the retailer’s expanded toys and gifts category have also continued to build.
In addition to its 22 standalone stores, Mamas & Papas operates 42 UK concessions with M&S and Next.
Ashby said: “The shape of our sales performance changed this year, with more customers seemingly waiting for the big deals to land. This led to a slightly softer pre- and post-Black Friday trading period.
“Demand and conversion when our deals went live was the highest we’ve seen as customers bought into the Mamas & Papas brand and our curated range of third party nursery brands.”
