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John Lewis sees record start to post-Christmas Sale

John Lewis has already kicked off its Saleperiod boasting record online figures, as its clearance offer started on Christmas Eve.

Orders were up 70% on last year in the opening hour of the Sale, from 5pm.

This follows a strong December, which was topped off with what the department store described as a “remarkable final pre-Christmas week”. In the seven days ending December 22, sales at John Lewis rose 26.5% on the same week in 2011, up to £157.8m.

This was the first week the business broke the £150m barrier, with all product categories including fashion, home and technology doing well. That Monday (December 17) was johnlewis.com’s biggest ever day, taking £7.8m.

Consumers didn’t break their pace even on Christmas Day, which saw a 24% increase in visitors to the site, and a 40% uplift in transactions on last year. Traffic dipped between 1pm-4pm, as people tucked into their Christmas lunch, returning to peak at 9pm-10pm.

Tablets have emerged as a dominant sales platform, with 28% of Christmas Eve traffic coming from the devices. This surged to 35% on Christmas Day - a sign of the huge number of tablets being given as gifts.

In total, the value of orders received from tablets has more than doubled since last year. John Lewis’ managing director Andy Street said: “Many of our customers clearly chose to shop right up until the last minute this year and it’s pleasing that we were able to provide them with the gifts they were looking for. I hope that we are equally able to meet their sale shopping needs as the focus shifts from present buying to bargain hunting.”

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