John Lewis department stores announced online purchases, up 31%, drove overall sales to 17 November saw a 7.6% increase on the same week last year with a sterling total of £91.7M.
Parents are ensuring that they secure the must-have toys in time for Christmas with the Furby proving a particular favourite, along with kids' technology products and perennial favourite the scooter.
Tablets continue to be the hero product of the season, driving the electrical and home technology (EHT) category to an increase of 22% compared with last year. Elsewhere, Christmas purchasing focused on cufflinks, knitwear and outerwear for men while premium watches and handbags were top-sellers within womenswear.
Andy Street, managing director, said: “After another successful week's step up to Christmas, our online and EHT sales make it clear there is real trust in John Lewis as we approach this critical period. Price matching activity this week has once again reassured shoppers about our commitment to being Never Knowingly Undersold while Partners across distribution are gearing up to the peak online week, which we expect in just three week's time.”
Customers are clearly responding to its Christmas TV adverts with sales of the 'knit your own snowman' kit soaring. In addition, the snowman has been popping up in locations around the UK, spending Friday in a Westminster phone box and yesterday at Twickenham. This activity has seen an enthusiastic response from Twitter followers, with many sharing their photos having spotted the snowman, which will continue next week.
The soundtrack to the ad, Gabrielle Aplin's cover of 'The Power of Love', will debut in the official UK top 40 singles chart later today. Wednesday's midweek chart update on Radio One saw it enter at number five.