Department store John Lewis said sales jumped 11.5% week-on-week in the seven days to Saturday, with a strong performance from kidswear.
While sales of home entertainment and Christmas decoration products drove the performance, fashion sales were also strong during the week.
Items related to the colder weather drove the robust performance from fashion and kidswear sales jumped 20% during the week.
Total sales were £76.93m during the period, representing a 6.8% rise on the same week last year.
Online sales rose 30% year-on-year and “substantially” on the week before.
John Lewis manging director Andy Street said: “With very strong figures from last year against us, our results last week are a clear sign that the steep sales climb towards Christmas has begun in earnest and that customers are making John Lewis their destination for Christmas purchases.
“These figures demonstrate that we are outperforming our competitors. They give continued confidence that John Lewis’ strong and innovative products, customer service and price matching will ensure our position as market leader on the high street over the festive season.”
John Lewis launched its Christmas TV advertising campaign on Saturday.