Fashion etailers are posting robust sales in the run-up to Christmas, but many said that ‘Mega Monday,’ December 8, did not prove to be their biggest sales day of the year.
Internet research firm IMRG said Monday was the biggest online shopping day of the year, with internet sales up 14% to £320 million.
But it was only the third busiest day of the year in terms of web traffic and fashion retailers reported differing trading patterns. Next Monday could also see etailers smash more sales records, according to IMRG.
Discount branded etailer M and M Direct broke the £1m mark on Monday, its best sales day ever, but chief executive Steve Robinson said next Monday had the potential to be bigger. He said: “On Monday we broke all records including sales, number of visits in a day and sales in an hour. Between 9am and 10am we took more than 13,000 orders, but there will be more twists and turns as we motor towards Christmas.
“The fear of deliveries not coming in time [for Christmas] may not be so much of an issue this year, so next Monday has the potential to be even bigger.”
Young fashion etailer Asos said its biggest day of the year so far was Sunday December 7, with sales up 150% on last year. Asos chief executive Nick Robertson said: “Monday was very strong, but Sunday was our strongest day so far. Dresses have been selling well, we sold 37,000 last week.”
A spokeswoman for home-shopping retailer Shop Direct Group said: “Monday was a good day, but it was not our biggest. We’ve been trading hard with lots of promotions and still have more to come.”
Home-shopping business N Brown’s chief executive Alan White said: “Our best day so far was December 1, but that’s as expected, as the home-shopping model is slightly different. We have an older customer base who buy that bit earlier. ”