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Jigsaw Christmas boosted by mobile surge

Jigsaw experienced record-breaking sales over the festive period, boosted by a 115% surge in mobile transactions during the Christmas week. 

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The premium high street retailer reported a 13% increase in like-for-like sales during the five weeks to January 2 2016, while online sales rose 31% during the Christmas week alone. Sales of accessories peaked in the 10 days before Christmas.

Chief executive Peter Ruis told Drapers that tablet and mobile sales are outstripping desktop as of two weeks ago, thanks in part to the relaunch of its responsive website in mid-November.

The trading period included the Black Friday and Cyber Monday weekend (November 27-30) during which Jigsaw traded at full price – a plan set out in a defiant manifesto.

Continuing the theme, Ruis said the Christmas results prove the worth of fashion at the peak period adding that “discounting it only devalues it.”

In December 2015, Jigsaw reported its sales passed the £100m mark for the first time in the year to October 3, helping to triple its underlying earnings to £5.4m.

The business, which won Best Fashion Marketing Campaign at the 25th Drapers Awards in London in November, has 71 stores and 37 concessions in the UK.

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