Retail sales strong in the week before Christmas

After a positive Black Friday period, with sales across fashion, lifestyle and homeware up 19% year-on-year (YoY) to the week ending 1 December, many retailers have had a further boost during the run-up to Christmas.

Asda has reported above average sales of nightwear and knitwear during December for its clothing and homeware brand George.

“All in all we’re seeing a really strong performance and expect these final three to four days to continue that trend,” said a spokesperson for George.

Family nightwear has been the standout area, with sales up 5% YoY. Last week was Asda’s peak sales week for Christmas lines, in part due to Christmas Jumper Day on 12 December, but sales and demand for festive items began at the end of September. Licensed clothing also remains strong for George, with goods featuring the Grinch being the number one range.

“Novelty knitwear remains strong and performance is in line with last year to date, but we expect to see a last-minute dash from customers over the coming days,” said the spokesperson.

Simon Donoghue, director of direct to consumer and group communications at French Connection, said: "Trading is good for us – we’re up double digits in December on like-for-like activity. Physical [sale are] better than digital.

"The placing of Christmas Day [this year on a Wednesday] gives us an opportunity [for last-minute sales] pre-Christmas. New stores are also trading well and above expectation."

However, Loake sales and marketing director Richard Utting said Christmas trading is “difficult to disentangle from Black Friday week” this year.

“We had a reasonable Black Friday period and it’s looking positive in the stores leading up to Christmas, especially in the city centre shops," he said. "Some of our immediate competitors have gone into their Christmas Sale already so it’s getting harder to define what the gift-buying season is."

Overall, one retail CEO told Drapers this year “feels very much like” 2019, “when Christmas was last on a Wednesday”.

“It is spiking late but the customer is spending,” he said.