Customers rushed to John Lewis’s website this morning, placing five orders every second between 8-8.30am.
The shopping bonanza was imported from the US, where it takes place the day after Thanksgiving. It is set to be one of John Lewis’ busiest shopping periods, and it most popular product to date includes the Sonos Play 1 speaker, with one sold every ten seconds.
Sales through mobile phones recorded a 21% increase between 8am and 9am.
Dino Rocos, lead director and operations director at John Lewis said: “Sales on johnlewis.com exceeded expectations overnight as customers logged on to take advantage of our great Black Friday deals. We expect traffic to continue to the website today but for customers who prefer to visit one of our shops, we will open earlier than usual at 8am. Over the weekend we expect to see the usual pattern of trade resume as customers head to our 48 shops.”
Hes added: “We have carefully planned for this year’s Black Friday event to ensure orders can be fulfilled without compromising the customer service and seamless delivery we’re famous for. I’d like to thank our Partners in shops, distribution centres and head office for all of their hard work as we kick off the countdown to Christmas.”