Selfridges racked up more than £4m in sales during the first three hours of its winter Sale yesterday (26 December).
The sales were made in stores and online between 9am and 12pm.
Shoppers began queuing at its London flagship from 2.30am on Boxing Day. The retailer yesterday estimated that 120,000 customers would visit its stores in the 12 hour-period between 9am and 9pm.
The retailer said its website had recorded the highest number of hits to date, tallying around 1.5 million online customers since its Sale period began on Christmas Day. Of these, 75% were via mobile devices.
Its bestselling categories were women’s designer accessories, womenswear designer labels, menswear, kidswear and luggage.
Selfridges said menswear was registering “unexpectedly high sales growth”, while men’s and women’s footwear performed “well ahead of expectations”.
It added that full-price sales volumes were also “higher than expected”.
Meave Wall, store director at Selfridges, said its performance placed it “on course for another record-breaking Boxing Day opening”.
The first item sold after its doors opened was an Alexander McQueen bag. Also among the first 10 products sold were a pair of Paul Smith men’s trousers, a Stella McCartney dress, Givenchy jeans, a Longchamp tote bag and a Burberry watch.