Department store John Lewis has recorded its best-ever day’s trading on Black Friday, with sales up 11.9% on last year.   

The retailer, which price-matched its brick-and-mortar rivals on discounted products, did not share actual sales figures, but said its website enjoyed a record day, with sales peaking between 9-10am when the site was taking 4.9 orders per second.

Its distribution teams handled 18% more parcels across Friday, Saturday and Sunday compared to last year, and processed five units per second during its peak hour.

As early indications from overall footfall figures proved, John Lewis noted there was a different pattern of trade to last year, with sales mainly driven by ecommerce. However the retailer’s website crashed temporarily as bargain-hungry shoppers took to the site in search of online deals.

John Lewis said its shops were busy at the weekend with footfall on Saturday up 9.3% year on year.

Category breakdown

Across the different categories, electricals enjoyed its biggest-ever day for sales, with wearable tech sales jumping 932%, boosted by sales of Fitbits rising 1329%. Sales of Dyson products soared 208%.

In fashion, John Lewis said Barbour proved to be a winner with online sales up 61%, while Ted Baker was up 66% on last year on its website.

Sales of Lego also surged 90%. 

“On Friday online trade really stepped forward, while shops saw their biggest increases over the weekend, showing that  customers like to mix and match channels”

Mark Lewis, John Lewis

Mark Lewis, retail director at John Lewis said: “Black Friday itself marked a record day for John Lewis and strong trade continued into the weekend. On Friday online trade really stepped forward, while shops saw their biggest increases over the weekend, showing that more than ever customers like to mix and match channels to shop in the most convenient way for them.

“The key story of the weekend was the success of our distribution operations, which have proved that we can manage the highest peaks of demand at Christmas, so that customers can be confident when they shop with John Lewis for their gifts.”

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