Boxing Day barometer
John Lewis Clearance proves 'mobile Christmas' prediction
John Lewis has seen its prediction that this year will be the UK's first 'mobile Christmas' come true. On Christmas Day, traffic from mobile phones and tablets made up three quarters of total traffic, overtaking that from desktops by a considerable margin.
Clearance at the leading department store group began online at 5pm on Christmas Eve with orders up 13 per cent on last year during the first hour. Christmas Day continued the strong start and saw orders 19 per cent up compared with last year. More customers than ever before chose to browse on mobile devices with Christmas Eve seeing mobile take 56 per cent of the traffic and on Christmas Day this number rose to a record-breaking 76 per cent.
Mark Lewis, online director, John Lewis, said: 'We predicted in October that mobile would be the shining star of Christmas 2013. With tablets being the must-have product throughout the year it was clear that mobile would step up, but yesterday surpassed even our expectations.
'The tipping point has now passed and we expect mobile to be the way the majority of people shop online from now on. It will only grow from here and we will be working hard to ensure we meet our customers' expectations, be that new technology or the seamless experience across multiple channels. Shopping is becoming much more of a social experience with people browsing, purchasing and sharing ideas with others using their mobile phones and tablets.'
Online shoppers snapped up bargains from across John Lewis's home, fashion and technology departments from the moment Clearance began on Christmas Eve. The most popular purchases included laptops, Egyptian cotton bedding and towels, TVs, tablets, washing machines, handbags, suits and beauty products. Super-organised shoppers bought festive gift wrap and tags ready for next year. Many customers responded to the annual Christmas Day overindulgence by purchasing a treadmill, one of the best-selling items yesterday on johnlewis.com.
The success of online Clearance follows a record final pre-Christmas week for John Lewis. The week ending Saturday 21 December saw sales of £164.4m, up 4.2 per cent on the same week last year and breaking the £160m barrier for the very first time. All product areas, fashion, home and technology, delivered record weeks. Up and down the country our branches were full of shoppers as part of the last-minute rush with toys, beauty gift sets, lingerie, board games and gift food all firm favourites, along with the iPad which was selling at a rate of one every ten seconds.
Mark Lewis continued: 'Many of our customers clearly chose to shop right up until the last minute this year and I'm thrilled that we were able to provide them with the gifts they were looking for. The successful start to Clearance on johnlewis.com shows that we are also meeting the needs of bargain hunters online. Our focus now shifts to our shops opening their doors tomorrow for the start of Clearance in our branches.'
Yesterday also saw the winner of our 'Reworked' competition, Matthew Fearon, have his version of 'Somewhere Only We Know' played out as the soundtrack to our Christmas TV advert during a break in Disney's Tangled.
John Lewis will release its five-week trading update on 2 January 2014.
What Britain's buying
Clearance top picks:
- Lenovo IdeaPad Yoga Convertible Ultrabook - £699.95
- John Lewis mini heart jumper - £34.30
- De'Longhi KBO3001R Icona kettle - £39.95
- John Lewis penny collar shirt - £25
- John Lewis round side table - £19
Most sold Clearance products
- Nails Inc. My Polish Diary gift set - £21
- Bosch Exxcel 8kg washing machine - £299
- John Lewis Egyptian cotton towels. Bath towel - £10
- Mulberry Bayswater shoulder bag - £770
- Samsung 46" smart TV - £799.
Notes to editors
The John Lewis Partnership - The John Lewis Partnership operates 40 John Lewis shops across the UK (30 department stores and ten John Lewis at home), johnlewis.com, 302 Waitrose shops, waitrose.com and business to business contracts in the UK and abroad. The business has annual gross sales of over £9.5bn. It is the UK's largest example of worker co-ownership where all 85,500 staff are Partners in the business.
John Lewis - John Lewis, 'Retailer of the Year 2013'¹ , 'The Nation's Best Retailer'² and 'Best Retailer 2013'³, typically stocks more than 350,000 separate lines in its department stores. The website stocks over 250,000 products focused on the best of fashion, beauty, home and giftware and electrical items including online exclusives. johnlewis.com is consistently ranked one of the top online shopping destinations in the UK. (www.johnlewis.com). John Lewis Insurance offers a range of comprehensive insurance products - home, car, wedding and event, travel and pet insurance and life cover - delivering the usual values of expertise, trust and customer service expected from the John Lewis brand.
¹ Oracle Retail Week Awards 2013
² Verdict Consumer Satisfaction Awards 2013
³ Which? Awards 2013
For further information, please contact:
Senior Press Officer (Corporate)
Telephone: 020 7592 6887
Mobile: 07525 271812
Senior Manager, Corporate, Digital & Branch PR
Telephone: 020 7592 6223
Mobile: 07808 574117