Department store group John Lewis announced today that this week’s sales are up 10.5 per cent year-on-year, with the retailer benefiting from soft comparisons due to poor weather conditions last November.
In 2010, heavy snowfall at the end of November disrupted many retailers’ pre-Christmas plans, but in the four days ending November 30th 2011 John Lewis experienced encouraging sales in its home, gifting, fashion and beauty ranges.
Highlights from the last four days include a 35 per cent increase in sales of kitchen mixers, which the retailer suggests is a direct result of consumers increasing their levels of baking in the run-up to Christmas.
The retailer also said today that one handbag was sold every ten seconds during the last four days, while women’s party shoes are up 16 per cent on the previous week.
Commenting on this week’s figures, Director of Selling Operations for John Lewis Nat Wakely said: “Trade this week is strong as shoppers continue to prepare their homes ahead of the arrival of guests and look forward to the start of the festive party season.
“The strong figures are up against weaker comparatives as the heavy snow this time last year began to impact parts of the UK.
“Nonetheless, good performances from home, gifting, fashion and beauty this week indicate that customers are well in the mood for Christmas at the start of December.”
The positive trading update revealed today comes after it was announced yesterday that John Lewis won The Marketing Society’s Brand of the Year accolade for the second successive year.
John Lewis’ award, which came after 21,000 marketers and members of the public voted from a shortlist of four other finalists, follows its recently launched and much-anticipated Christmas marketing campaign.
This year’s Christmas ad received three million views on Youtube following it’s launch less than three weeks ago, and comes after positive feedback and public reaction from previous festive campaigns.
Marketing Director at The Marketing Society Gemma Greaves said: “John Lewis’ achievement is down to the fact that it consistently comes up with innovative ideas that really grab the public’s imagination.
“The success of its Christmas campaign this year has created a talkability factor and is testament to the retailer’s popularity amongst its peers.”