John Lewis sales surge by 18.4% during Black Friday week
Online trade was up 35.7% on the year and ended 19.4% higher than the retailer’s previous biggest week.
On Black Friday mobile orders climbed to more than three times the retailer’s record for a single day. Online traffic from midnight to 8am was up 323% compared with a normal Friday in November and from 7am to 8am, as commuters started their day, John Lewis saw a 1,340% spike in mobile traffic to johnlewis.com compared with last year. The combined effect was an increase of 41.5% in electrical sales for the week driven by iPads, televisions and the launch of the PS4.
John Lewis shops also benefited from the combination of Black Friday promotions and price matching a competitor’s event, with several branches achieving record takings.
Mark Lewis, online director, said: “Any doubt over whether UK consumers are interested in Black Friday has been cast aside as record sales were notched up online and via mobile devices for John Lewis.
“Looking ahead to this week, we predict that today will see customers go online to continue their Christmas shopping in categories beyond technology on ‘Cyber Sunday’. Combined with the push seen on Friday, we are seeing a marked change from previous years’ when the first Monday in December has traditionally seen the highest online traffic, to more frequent peaks of demand during the festive season."
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