Gifts Today magazine

Black Friday success for John Lewis

Its biggest trading day on record yet, John Lewis reports a 7.2 per cent rise on year-on-year sales in the week to November 25

John Lewis logged its biggest trading day on record as Black Friday sales helped make up for a few weeks of 'challenging sales.' The retailer said that it booked a 7.2 per cent rise on year-on-year sales in the week to November 25 to £214.3 million, having seen 705 items ordered per minute online at their peak.

'Marked by Black Friday and price matching through our Never Knowingly Undersold policy, it was the biggest ever week and Black Friday was the biggest ever day in John Lewis’s trading history,' John Lewis operations director Dino Rocos said.

From 9am to 10am on the morning of Black Friday, an average of 705 units were purchased per minute on johnlewis.com. The number one search term throughout the day across all devices was 'iPad'. For mobile shoppers the top search term was also 'iPad', whereas the most popular search term for those shopping on the John Lewis app or via desktop was 'Sonos'.

Traffic to the John Lewis website across all channels was up 4.8 per cent compared to last year. But it was the John Lewis app which proved the most popular way for customers to shop, with traffic peaking between 1pm and 2pm, up 92.3 per cent year-on-year. At its distribution centres, John Lewis workers packed just over 10,000 units an hour - which is up nearly seven per cent on last year - and at the busiest period from 12pm to 1pm, this increased to 18,000 units.

To date, the most popular products sold include:

The 2017 Apple MacBook Air (13.3” Intel Core i5, 8GB RAM, 128GB PCle-based SSD - £849.00) is our biggest seller by value.
The Sonos PLAY:1 Smart Speaker (£149.00) was our top seller by units.
The top seller by value in Home continues to be the John Lewis Sacha Sofa Bed (starting from £699.00)
Best sellers for Beauty throughout the day include Creed Aventus Eau de Parfum (£207.00) and Liz Earle Cleanse & Polish Hot Cloth Cleanser (£13.60).

Dino Rocos, adds: 'Sales on johnlewis.com both overnight and into the day itself have exceeded expectations and between 9 and 10am we hit our busiest ever hour for online trade. We expect traffic will continue to the website throughout the weekend, with customers this year favouring the App as a quick and convenient way to shop. In addition we expect our 49 shops to welcome customers over the weekend as deals run into the early part of next week.

'As co-owners of this business I'm proud to see how Partners in shops, distribution centres and at head office have got behind such an important day. I want to thank all our Partners for their support in ensuring customers get the products they want as well as the service they have come to expect from John Lewis.'


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