John Lewis & Partners has hailed the “biggest sales week” in its history as Black Friday promotions drove revenues.

The department store business said sales jumped 7.7% in the seven days to November 24, compared to the same week last year.

John Lewis said sales were driven by demand for its own Black Friday offers as well as promotions from competitors. The retailer price matched all discounts through its ‘never knowingly undersold’ policy.

John Lewis said both its stores and ecommerce platform “traded well” during the week. Sales were “less concentrated” on Black Friday itself and were spread throughout the seven-day period, though Friday remained the “busiest day” for sales.

Electricals and home tech proved a popular category among bargain hunters, with sales rising 5.7%. John Lewis said sales were “particularly strong” in audio, mobile phones and tablets.

Fashion sales also jumped 13.1%, buoyed by Black Friday promotions on branded lines.

Home sales increased at a slower rate of 2.3%.

In contrast, John Lewis’ sister retailer Waitrose suffered a 1.5% decrease in sales, excluding fuel.

Shoppers continued to stock up on festive products, as sales of mince pies and mulled wine spiked by 43% and 17% respectively year on year.

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