Notonthehighstreet said it delivered growth of 25% in total transaction value over the four-week Christmas period to December 24, when products such as artisan food and drink and ‘experiences’ such as distillery tours sold well.

£155m

Notonthehighstreet’s predicted gross sales for the full year – up from £127m in 2014.

For the full year to the end of December, Notonthehighstreet said gross sales would come in at £155m – up from £127m the previous year – as it won 1.4m new customers.

Notonthehighstreet said that Black Friday to Cyber Monday was its “most significant shopping weekend to date”.

Over that period it sold a product per second – 60% of which was at full price – and transactions on smartphones climbed 110% year on year to account for 23% of total transaction value.

The etailer, which specialises in distinctive product typically supplied by small companies, expected continued growth.

Chief executive Simon Belsham said: “Over the past 12 months, we’ve seen strong momentum in sales as we continue to work closely with our partners to evolve our offer.

“This includes the development of new categories like experiences as well as innovation in our core categories like home and jewellery.

“Our creative small businesses continue to lead the market in terms of breadth and uniqueness of product designs.

“Looking ahead, we’ll continue to deliver against our mission to connect the best creative small businesses with the world, engaging with new customers, developing new categories and looking towards international markets for future growth.”