Total sales at John Lewis & Partners were down 3.4% last week (to Saturday November 16) on the same week last year, but according to the department store group’s operations director Bérangère Michel: “Following the launch of the joint John Lewis & Partners and Waitrose & Partners Christmas advert [which made its TV debut on November 14 and features dragon character Excitable Edgar], customers started shopping Excitable Edgar merchandise – and we also saw positive sales of cold weather product across fashion and home.”
Bérangère added: “Home sales were up 3.4% and our recent Home promotion saw flooring sales up 31% and fitted furniture up 70%. Customers cosied up last week with high tog duvets and faux fur blankets in strong demand. Christmas product sales were up 22% and sales of Christmas trees were up 25%, as customers prepared for the festive season.
“Electrical and Home Technology sales were down 14.4% as we annualised against new product launches. Environmental care sales, which includes heating products, were up 94% as customers found new ways to warm their homes.
“Fashion sales were up 0.7% as customers shopped cold weather products due to the recent drop in temperature. Womenswear outerwear was up 52%, women’s gloves were up 16% and cashmere sales were up 2%, compared with the same week last year.”