John Lewis breaks another online record last week
Sunday was one of the busiest days of the year for the retailer's online sales and set a new record for the business overall as its biggest ever Sunday.
Traffic to the site was up 29% compared with the same day last year. Visits to the site spiked at 8pm with peak sales following shortly after at 9pm. In contrast to Black Friday, which saw electricals climbing to the top of the sales list, popular products on Sunday included items such as chocolate coins, baubles and gift wrap. Mobile and tablet users accounted for just over 50% of traffic to the site on Sunday. Monday saw a further spike in orders between 9 and 10pm.
The surge in online sales meant that John Lewis picked, packed and delivered in excess of 500,000 customer orders across its network, which was nearly five times a normal week’s activity. Click & Collect orders were up 58% in the week while Collect Plus orders surged by 88% on the previous week. The retailer also loaded 200 trailers a day to replenish its branches.
Fashion sales increased by 4.9% driven by customers buying clothing, accessories and beauty products for Christmas party season. Sales were boosted further by strong trade in Christmas jumpers ahead of Save the Children's Christmas Jumper Day on 13 December.
Home sales were driven by furniture, Christmas decorations and gifts, with strong sales of dining furniture and gift food, throws and cushions.
In electricals and home technology, tablets continued to be the top sellers.
David Barford, director of selling, John Lewis, said: "With online sales setting a new high, records have been falling for a number of days but none of this would be possible without a stellar distribution operation or the sophisticated IT support that go hand in hand with the front of house service we offer instore and from our call centres.
"It's clear that both gift buying for others and treats for themselves are top of mind for our customers. At John Lewis we have revealed the winner of our 'Reworked' competition chosen by a panel of judges led by Keane, which will see Matthew Fearon from Leicester record a version of the soundtrack to our Christmas TV advert, 'Somewhere Only We Know', in a studio with producer Paul Beard. The track will be played out on Christmas Day, giving Matthew a Christmas he will never forget."
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