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Black Friday timing sees John Lewis sales plunge

JLBFriday19John Lewis saw sales plunge in the past week as shoppers waited for Black Friday.

'Total sales were down 43.3% [in the week to 23 November] but our performance exceeded expectations with the scheduled launch of Black Friday deals towards the end of the week. Sales were up 30% compared to the week before Black Friday last year, which fell earlier in the month of November,’ says Simon Coble, John Lewis trading director.

‘We have launched hundreds of Black Friday deals across a range of categories, including technology, home, nursery, fragrance and toys and we are already seeing positive pick up of these deals. For the Black Friday period, John Lewis is also lowering thousands of prices of individual products to match high street competitors’ deals as part of our Never Knowingly Undersold price promise.

‘Home sales were down 14.7% but we saw customers shopping for Christmas products with overall Christmas sales up 5.7% and sales of advent calendars up 4% as we draw closer to December.

‘Electrical and home technology sales were down 55.9% against last year’s Black Friday promotions, however we saw high demand for large electrical and vision products towards the end of the week as a range of promotions went live.

‘Fashion sales were down 42.4% however we saw demand for beauty, wellbeing and leisure products as we price-matched competitor promotions.’

Home sales for the 43 week period were down 3.2%