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Shop Direct delivers record Christmas

Shop Direct, the home shopping business behind Littlewoods and, reported a record Christmas period, growing sales by 5%.

Mobile traffic boosted revenues in the six weeks to December 27, as online sales rose 14%.

They now account for 84% of the total revenues, up from 80% last year. Sales via mobile devices accounted for 43% of all online sales compared to 28% last year, a growth of 64%.

During the period the group sold a onesie every 35 seconds, selling 103,000 in total. and - which have previously been identified as key growth drivers for the business - delivered a combined retail growth of 27%. Brands including Adidas, Superdry and Ugg were among the bestsellers. Sales at Littlewoods and however declined by 5%.

December 2 (Cyber Monday) was the busiest day of the year for Shop Direct and the week commencing November 30 was the busiest week.

Group chief executive Alex Baldock, said: “We’re proud to report a record Christmas for Shop Direct. We’ve come through an exceptionally tough environment, and come through it stronger.

“This Christmas was another milestone on our journey to being a world class digital retailer, as our department store range, unique financial services offer and ever-growing ecommerce capabilities allowed us to make good things easily accessible to more people.

“We also made big strides in ecommerce. Mobile exploded as a source of both traffic and sales. More than half of all visits to our websites came from smartphones and tablets this Christmas. By 2015, we expect every transaction to involve a mobile device at some point in the customer journey. It’s hard to overstate how important this trend is, and we mean to stay on top of it.”

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