John Lewis reported a “solid” first week of Christmas trading, with revenues totally £91m, up 7.1% on last year, with kidswear particularly driving fashion.
The seven days to Saturday night saw womenswear climb 6.3% on last year, thanks to a boom in cashmere and accessories such as leather gloves, while menswear grew 6.8%. Kidswear was up 16.1%. Onesies were among the store’s top three ‘hot sellers’.
Overall online sales grew 23.1%.
The period also included the launch of John Lewis’ Christmas advert, which debuted in a standalone ad break during The X Factor on ITV1. It has now had more than 2.6m hits on YouTube and soft toys of the animals featured were also hot sellers.
Andy Street, managing director of John Lewis, said: “We have seen an overwhelming response from the British public to our TV advert. I don’t think anyone could have anticipated the reaction we’ve had, and while we’re surprised by the interest in the ad, we are pleased that our customers have responded in such a positive way.
“In terms of trade, the cooler weather has resulted in pleasing results for our fashion assortments as people start to buy for the winter season, which we hope to see build through November.”