Shop Direct sales were up 4% year on year for the seven weeks to December 26, driven by online department store Very, where sales rose 23% in the run-up to Christmas.
Black Friday was the busiest trading day on record for the company, with orders at Very soaring 134% year on year. December 22 saw a late sales surge, up 47% on 2013. On Boxing Day sales rose 21% as customers bought from the Shop Direct Sale.
Digital sales increased to 89% of total sales during the period, up from 84% in 2013. Mobile sales grew 45% and now represent 56% of all online sales, up from 42% last year. Click-and-collect purchases were up 112%.
Group chief executive Alex Baldock said: “We continue to capitalise on the shift to mobile. Our customers shopped on the go this Christmas and our new Very.co.uk app will make this even easier for them. We like Black Friday. It was huge for us and acted as a starting gun for Christmas shopping – peak came earlier than in recent years. Traders like ourselves will thrive in the environment that Black Friday creates and we’re happy that it’s here to stay.
“The highly promotional market looks set to continue into 2015. We’ll continue to make sure we’re offering customers great deals while maintaining sales and profit growth. Our new brand, Very Exclusive, is set to democratise luxury.”