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Home promotion pays off for John Lewis

JLHomeeventSep19The 20% off home promotion paid dividends for the chain in the past week, with sales significantly higher and a record online performance.

‘Total sales were up 23.1% [in the week to 5 October] as customers shopped our home promotional event and our first ever my John Lewis Beauty Weekend event across 35 shops,’ says Johnathan Marsh, John Lewis home buying director.

‘Home sales were up 68.4% as customers enjoyed shopping the promotional home event, making it the biggest week for online home sales this year. Furniture and flooring sales were up 71.3% and textiles and home accessories sales were up 80.1%. Gifts, cook and dine sales were up 46.6% and the first full week of Christmas shop sales were up 14% on last year.

‘Fashion sales were up 8.8%. Beauty, wellbeing and leisure sales were up 24.9% driven by a combination of the my John Lewis Beauty Weekend event and price matching a competitor’s beauty promotions.

‘Electrical and home technology sales were up 4.6%. Electricals sales were up 7.1% and Communications technology sales were up 1.3%. Following the last few weeks of wet weather, we also saw sales of laundry electrical products, such as dryers up 170%.'

Home sales for next week are likely to be lifted by the final day of the promotion, 6 October, being included in this week’s performance.

Home sales for the 36 week period were down 2.1%.