Department store group John Lewis revealed today that sales grew a massive 20.7 per cent year-on-year in the four days to the end of Wednesday December 21st 2011, as shoppers were encouraged by its late deadline for home delivery.
Last year’s heavy snow, in comparison to this December’s comparatively mild weather, had a major affect on annual figures but the retailer also feels that in-store sales have benefitted from the festive atmosphere created by staff.
Online sales soared in the week as customers prepared for yesterday’s cut off deadline for Christmas delivery, and the click & collect service is expected to maintain its popularity as orders made by 7pm on December 23rd will still be available for collection in the afternoon of Christmas Eve.
David Barford, Director of selling operations at John Lewis, said that the retailer is happy with strong trade across its ‘bricks’ and ‘clicks’ divisions and believes that its numerous delivery options are behind the jump in sales.
“This is no doubt good news for last minute purchases, in particular for many of our male shoppers who have driven sales of lingerie, fragrance, Champagne and speciality chocolates this week,” he commented.
“The knowledge that John Lewis offers a no-quibbles refund policy should they get their choice wrong makes us the ideal shop for those last minute buys, as well as the fact that our partners can offer expert gift advice.
As shoppers bought gifts for family and friends, sales of fragrances increased, accounting for half of all beauty sales, while sales of the John Lewis ‘Contemporary’ lingerie line rose 48 per cent compared to the same period last year.
Champagne gifts have proved particularly popular and the Charbonnel range saw sales soar an incredible 121 per cent on last year and the retailer can only hope that similar results can be replicated across all of its product lines during the Christmas sales.
Barford added: “We are preparing for a bumper clearance which starts on www.johnlewis.com on Christmas Eve at 5pm and in our shops on December 27. There will be thousands of items across all categories discounted by up to 50 per cent.”