John Lewis reports 31% increase in night time e-commerce sales as mobile overtakes desktop for first time
John Lewis has released the findings of its second Retail Report, which found that the rise of mobile shopping has seen more people making purchases in the early hours, with online sales between the hours of midnight and 6.00am up 31 per cent over the past year.
Mobile has overtaken desktop for the first time
The report, based on data from thousands of customer transactions between August 2013 and July 2014, revealed that on average, over 50 per cent of web traffic to johnlewis.com now comes from smartphones and tablets, outstripping desktop PC sales for the first time.
While mobile has become increasingly important, the ability to mix and match purchase channels and delivery options is now the norm. That said, around 70 per cent of all sales still take place in shops.
Andy Street, managing director of John Lewis, commented: “It seems fitting that in our 150th year as a retailer we are reflecting on the nation’s shopping habits. Since our first shop opened in 1864, John Lewis has been a barometer for changing trends and tastes.”
The report maps key events from the past year to show how they influenced sales. Last year’s surprise TV hit, Gogglebox, prompted sales of laptrays to rise by 18 per cent in February; Prince George prompted a trend in nautical children’s fashion on the Royal Tour Down Under in April, and the playground craze for Loom Bands peaked in May.