John Lewis enjoys record Christmas as like-for-like sales rise by 6.9%
John Lewis has reported a record Christmas trading period as like-for-like sales surged by 6.9% year-on-year in the five weeks to 28 December. On a total basis, sales increased by 7.2% to £734 million.
In addition, the retailer enjoyed its biggest ever trading day on 27 December when sales reached more than £35 million.
During the period, online sales rose by 22.6% to account for 31.8% of total sales as trade was boosted by a 61.8% uplift in Click & Collect orders. Furthermore, the retailer experienced its biggest ever day for online orders on Black Friday on 29 November.
In the directorates, electricals and home technology achieved the biggest uplift on last year with a 10.7% increase in sales. Fashion sales, which include sales of beauty products, climbed by 8.5% while home sales edged up 2%.
John Lewis also witnessed changing shopping habits during the period, particularly online. The retailer said its prediction that this year would be the UK's first 'mobile Christmas' had come true as traffic from mobile phones and tablets had made up three quarters of total traffic to johnlewis.com on Christmas Day.
Andy Street, John Lewis managing director, said: “This Christmas has seen trade take a different shape to previous years, with an early peak driven by Black Friday and a huge surge in the final 10 days. Many of the big online shopping days and weeks occurred earlier in the period but shops were packed in the last-minute rush on 'Manic Monday' (23 December) when we saw our city centre shops record peak days.
“The shift to mobile devices for online shopping has been confirmed but the in-store sale is well and truly thriving, as shown by the record first day for Clearance in our shops on 27 December. With new highs in branches as well as for johnlewis.com, this has been a genuine omni-channel Christmas.”
John Lewis revealed that some of the most popular purchases by customers were tablets, indoor and outdoor Christmas lights, crackers, coffee machines, and beauty and fragrance products. Gift food, Lego, hair straighteners and DAB radios were also in demand.
The retailer also highlighted the success of this year’s Christmas advertising campaign which has received over 11.5 million views on YouTube since launch.
Street added: “I am extremely pleased with the results of the past five weeks. Our growth of 7.2% is broadly based and we expect to have outperformed the market. It bodes well for trade in 2014.”
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