Selfridges bucked the trend of a lower footfall on Boxing Day by notching up £4m in sales in the early hours of trading.
The department store had held off going on sale until Christmas Day online and Boxing Day in store and said it had seen a 6% uplift in trading year-on-year.
Contrary to a number of other retailers, whose Boxing Day trading had been diluted by Black Friday and pre-Christmas discounts, Selfridges said the day after Christmas would be its most important trading day of the year.
Shoppers began arriving at its Oxford Street flagship store at 2.30am and the store, which was open from 9am to 9pm, anticipated welcoming 120,000 shoppers throughout the day.
Fashion had been a high performing category with women’s designer accessories, women’s designer clothing, menswear, kidswear and luggage all performing well. Menswear sales were “unexpectedly high”, the department store said.
By lunchtime on Boxing Day the store had also received 1.5m visits to its website.