Online sales were the major driver of festive sales for retail, according to the Christmas trading statement from UK department store John Lewis.
In the five weeks to December 27th, like-for-like sales across the retailer grew by 4.8 per cent but were around 1 per cent lower in stores.
Managing director Andy Street said that despite the fall, the sales performance from its outlets was ahead of rivals.
“I am utterly confident that our shop result will beat the market,” he said. John Lewis is also pressing ahead with plans to grow its store numbers from 42 to 65.
Establishing a physical shop presence is seen by Mr Street as key to winning internet customers, so that they can browse products in store before placing orders or use them as locations to pick up click-and-collect purchases.
He said: “The role of the shop is absolutely critical in providing the online sales.”
Online takings grew by 19 per cent over the festive period, representing 36 per cent of trade. Click-and-collect represented 56 per cent of online orders, overtaking home delivery.
Growing trend
John Lewis’s like-for-like store sales for the year were still ahead by about 2.5 per cent, but its reliance on online reflects a growing trend in retail; Christmas figures from
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also show web sales led the way as it posted a solid performance.
The importance of internet trading in shoring up sales may cause concern for Marks & Spencer as it prepares to publish its Christmas trading update this week
Its website has been struggling since a revamp early in 2014 and suffered delivery problems over the festive trading period.– (PA)
