Selfridges outshines department stores with 10% Christmas sales rise

Selfridges Christmas

Selfridges enjoyed a record Christmas trading period after posting a 10 per cent rise in sales, shrugging off the uncertainty being faced by other department store chains.

The luxury retailer said the final week of its festive trading season, which covers four weeks leading up to December 25, particularly saw a surge in sales thanks to a 15 per cent year-on-year increase.

In addition, footfall at its world-famous Oxford Street flagship also shot up six per cent in that final week thanks to its new accessories hall which opened in November.

Selfridges managing director Anne Pitcher said it was the retailer’s “best Christmas on record”, thanks to the “With Love From” marketing campaign, exclusive products offering, and customer experience strategies – such as confetti explosions and a recreation of a traditional London pub and panto at its Oxford Street flagship.

“Everyone is talking about retail theatre, but Selfridges is much more than a shop – it’s a social place and we want people to remember their trip as unconventional and fun”, Pitcher said.

She added: “Selfridges [is] a public space that builds communities; a place which is compelling, memorable and unconventional and at Christmas in particular we strive to reach beyond the imagination.”

Selfridges’ results come after Debenhams and House of Fraser both suffered disappointing sales over Christmas, with the former issuing a profit warning as a result, while the latter is looking to reduce its store size by 10 per cent.

John Lewis enjoyed a sales rise over Christmas but warned its full-year profit margins would be hit as a result of soaring costs linked to the devalued sterling.

However, like Selfridges, luxury department store Fortnum & Mason posted a record Christmas thanks to British shoppers boosting its sales over the crucial trading period.

Selfridges operates four stores in the UK.

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