John Lewis targets tourists as sales rise 30%

John Lewis has posted a 30% sales increase boosted by Easter sales.

John Lewis Oxford Street ad
John Lewis Oxford Street ad

Sales were up 21% on the comparable Easter week last year.

The retailer said sales at its chain of 28 department stores were £59m in the week to 3 April, up from £45.4m in the same week last year.

Sales in the home category increased 31.6%, fashion sales increased up 30.9% and home technology sales were up 27.1%.

Merchandise director Jill Little says: “We now have news of the general election, but it remains to be seen whether this will have an impact on consumer confidence.”

Sales at the partnership’s food chain Waitrose rose by 34.4% on the same week last year, and were up 12.8% on the comparable Easter week last year.

John Lewis has opened a “tourist department” in its London Oxford Street store to capitalise on the increasing numbers of tourists visit the West London store.

The retailer has launched a year-long advertising campaign with outdoor and print ads targeting London tourists and encourage them to visit the new department and to highlight its tax-free shopping service.

Former John Lewis marketing director joined MasterCard this week to head up UK marketing.

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