Black Friday bolsters Christmas online sales at John Lewis

John Lewis experienced a 19% hike in online sales over the Christmas trading period, while store purchases were largely flat, thanks in part to the consumer hype surrounding 'Black Friday', which resulted in the retailer's biggest week for sales in its 150-year history.

John Lewis: posts 19% hike in online sales over the Christmas trading period
John Lewis: posts 19% hike in online sales over the Christmas trading period

While the retailer’s ecommerce business helped like-for-like sales achieve double-digit growth over the five weeks ending 27 December, offline sales "remained level", "as anticipated".

Total like-for-like sales were up 4.8% to £777m on last year.

John Lewis said its Click & Collect was proving to be the "delivery means of choice", with 56% of all online sales being collected in shops, beating home delivery.

But the retailer cited Black Friday (28 November) as the "standout feature driving a new shape of trade", driving a 22% boost in sales for the week it took place compared to the same week in 2013 and increasing online traffic by 300%.

Deals on electricals and technology proved most popular, with purchases up 6.8% year on year. Home goods growth slowed to 2.3% and fashion and beauty sales were up 7.8%.

Andy Street, John Lewis’s managing director, said: "This year confirmed the new shape of trade for Christmas, with an early peak at the end of November driven by Black Friday and last minute gift buying.

"Our shops continue to have a critical role to play in the omnichannel shopping journey, and will be a major development focus for us over the coming months.

"To that end, we will be opening two further At Home shops in Horsham and Basingstoke in 2015 as well as our new regional flagship in the heart of Birmingham in September, which will set an exciting new benchmark in bricks and mortar retailing."

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