John Lewis Black Friday sales hit online peak this morning

John Lewis
John Lewis Oxford Street

John Lewis has just revealed that its busiest shopping hour online between midnight last night and midday today for Black Friday was between 9am and 10am this morning, despite its Black Friday event actually starting last Friday.

Bérangère Michel, John Lewis partner and operations director, says: “Our decision to start promotions earlier this year reflects the fact that Black Friday continues to extend across a longer period. In addition to our deals, we have been monitoring and price matching high street competitors throughout the week to offer our customers some of the best deals on the high street.

“With some of our most compelling deals having gone live over-night, this morning has been particularly busy with customers taking advantage of the new offers.”

The number one searched for products so far today are LEGO, iPad and Airpods, with the best-selling fashion product being Calvin Klein Underwear cotton stretch trunks at £26.60, a saving of £11.40. The best-selling beauty product has been Dior Sauvage spray Eau de Toilette at £43.60, saving £8.72.

This morning IMRG revealed that retailers were stretching Black Friday offers throughout November. Early response to the offers had been strong it said but it was not yet clear whether this practice has boosted sales or simply brought spend forward.

A survey of 2,000 British shoppers by TheIndustry.fashion revealed that 23% of shoppers overall said they planned to shop for fashion during the Black Friday period this year, but that figure rises to 40% for Gen Z consumers. However the survey revealed that 27% normally shop for fashion during Black Friday, suggesting consumers could hold back this year.

The full study is available to paid members of TheIndustry.fashion here. Already a paid member? Access the report here. 

If you are not a paid member, visit our Join Us page and take advantage of our own Black Friday offer. Save 50% on your membership by using code FRIDAY at the checkout. Offer valid until midnight 2 December.