Selfridges enjoys strong Christmas as sales rise 5%

Selfridges enjoyed a 5% rise in Christmas sales year on year aided by strong demand for vegan products, toys, beauty and menswear.

Men’s clothing increased by 11%, with the beauty category up by a 10th. Sales of its vegan confectionery almost doubled in the 24-day run-up to Christmas, and its new vegan hamper sold out, while toys were up 31%.

Managing director Simon Forster said: “We are pleased to have delivered another strong performance over the Christmas period. We always aim to offer a great selection of exclusive products and extraordinary customer experiences, and this year has been no exception.”

Amid ongoing high street woes, the business turned to special measures to attract customers through its doors, with Santa offering piano lessons and having breakfast with children, and his wife reading stories. There were also dance and choral performances.

In Birmingham, the store opened a walk-in snow globe, while, for adults, the Manchester store held a cocktail session.

Forster said the focus for the new year was sustainability and added that the business planned a major new initiative. “2020 marks the start of a vital new decade in the race to secure a sustainable future,” said Forster.

“As a business with sustainability at its heart, Selfridges will be gearing up towards a major new campaign that will set the direction for the next 10 years of our journey.”

Selfridges opened a new 22,000 square foot toy shop in its London store in the last months of 2019, and also launched a new cinema.

In Manchester, it opened a new accessories hall, part of a six-month redevelopment which increased the size of the site by a third.