John Lewis sales continue to fall

Sales slumped 13 per cent on last year during the week.

Director of selling operations Dan Knowles said: “Inevitably, because of the current economic climate, sales are still down on last year. However, this week has shown that Christmas shopping has certainly begun.”

Sales of John Lewis’ Christmas Shop ranges, which include trees, decorations and advent products, helped boost the retailer’s performance, giving it an 11.3 per cent week-on-week increase.

John Lewis also launched an ad campaign last week highlighting its Never Knowingly Undersold price-matching strategy.

Knowles added: “A number of our competitors are now running discount days. Throughout these, John Lewis has maintained its Never Knowingly Undersold promise and matched competitors' prices, even on Sale items.”

Pali analyst Nick Bubb said: “Last week’s dismal John Lewis Department Stores – still down over 16 per cent like-for-like, we estimate, despite more footfall on the high street and more helpful weather – illustrates the sheer depth of the current downturn in consumer spending, as unemployment soars, house prices slump and credit dries up.”