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John Lewis sees home sales plunge again

JLBlissJohn Lewis is continuing to feel the effect of its 20% home promotion, which seems to have brought forward purchases rather than increased them.

After seeing home sales drop by 13.8% in the week to 19 October after its 10-day 20% off promotion ended, performance in the past week was worse.

‘Total sales for the week [to 26 October] were down 7.7% on the same week last year, as we were annualising against promotional activity and a Partnership card spend incentive,’ says Sienne Veit, John Lewis director digital.

‘Home sales were down 19.3%. However, Christmas sales were up 7% as customers enjoyed shopping for Quality Street with sales up 388%. As winter is creeping in customers are shopping for cold weather products with sales of new season rugs and weighted blankets up.

‘Fashion sales were up 0.3%. Beauty, wellbeing and leisure sales were also up 28.4% as we price matched a competitor’s promotion and sales of premium beauty products were up 37.8%.

‘Electrical and home technology sales were down 7.1%. Small electrical sales were up 5.6% as customers enjoyed shopping for personal care with sales up 45%. Own brand large electrical product sales were up 42%, with sales of laundry products up 110% due to promotions.’