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Dawsons in tune with its customers

The 116 year old musical instrument retailer has reported its best ever festive trading results, driven by mobile.


Dawsons in tune with its customers

The 116 year old musical instrument retailer has reported its best ever festive trading results, driven by mobile.

The Warrington-based chain, which has 12 stores across the UK along with internet mail order and education divisions, recorded the strongest ever November and December in its history. The group also broke its previous records for weekly and individual day sales, while its web division continued to demonstrate significant growth.

Sales in November and December were 20% up on the same period in 2012, with the company selling over 1,000 pianos, over 1,000 guitars each week, and more than 10,000 plectrums in December alone.

Online sales continues to grow and now represent a significant proportion of the overall business. Visits from mobile phones and tablets doubled this Christmas, accounting for almost half of all online traffic.

Mark Taylor, managing director of Dawsons, said,“These fantastic results prove that the British appetite for learning and playing music is higher than ever. Our own research has shown that people find musicians more attractive, better parents and more employable, and these results would seem to back that up.

“We're now looking forward to further growth and the realisation of some exciting plans in 2014 as we continue to expand our store portfolio.”

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