Alison Smith, head of shop trade for the south and west, said: “Sales were driven by demand for our Black Friday offers and competitor offers, which we price-matched through our commitment to our ‘Never Knowingly Undersold’ policy.
“Both our shops and website traded well and a number of shops enjoyed a record week. Due to competitors’ offers – and ours – launching earlier in the week, we saw sales up across the week and less concentrated on Black Friday itself, although that was still the busiest day of the week for sales.”
Home sales were up 2.3%. Alison commented: “We saw particularly strong sales of beds, and both the King Size Hypnos Pocket Spring Mattress and King Size SIMBA Hybrid Memory Foam Mattress were among our best selling products. Our 7ft Brunswick Spruce Christmas tree was also a best seller. Cookshop, bedding and bath, and lighting had strong sales due to us price-matching competitors’ promotions.”
Electrical and home technology sales were up 5.7%. Audio, mobile phones and tablets had a “particularly strong” week, Alison said. Best-selling products included Apple Airpods, the Amazon Echo Dot Smart Device and Google Home Mini Smart Speakers.
Fashion sales were up 13.1%. “Sales were primarily driven by Black Friday promotions on branded items but we also saw strong growth in own-brand sales,” Alison noted. Best sellers across the week included CREED Aventus Eau de Parfum, John Lewis & Partners Beauty Advent Calendar and Clarins Skincare Gift Set.