Extended Black Friday sale delivers stellar results at John Lewis
today Dec 3, 2019
A decision to launch an extended sales period during Black Friday resulted in a stellar performance at John Lewis.
The British department store offered more deals across 11 days, compared to eight days in 2018, and while a late Black Friday meant the year-on-year comparison was skewed, an adjusted look also revealed good news.
Total sales for the week ended Saturday 30 November were up 60.4% on the same week as last year. Compared with the Black Friday period in 2018, sales were up a record 2.1%.
Promotional activity started earlier and lasted longer, and sales were driven by demand for deals and the retailer’s price match promise. Total sales for the first 10 days of the Black Friday event were up 9.5% compared to the same 10 day period around Black Friday last year, John Lewis said.
“Both our shops and website traded well, with the extended sales period delivering smooth operations across our distribution channels. The busiest hour for customers to shop John Lewis deals online was 9am to 10am on 29th November and there was a 43% increase in traffic to the John Lewis & Partners App during the week compared to the same week last year. A number of our shops also saw record sales over the seven days,” said Bérangère Michel, operations director at John Lewis.
The company added that fashion sales performed particularly well, growing by 71.1% compared with the same week last year, although it didn’t say how much they increased when taking into account the calendar effect.
Menswear, beauty and nursery had record sales, with best sellers including premium fragrances, Barbour clothing for both men and women and the Joie Spin infant car seat.
Fashion sales at John Lewis have enjoyed moderate growth in the year to date, up by just 1.6%, however the category is outperforming electricals and home, which decreased by 4% and 2.4% respectively during the same period.
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