Modern Marketing

Selfridges bucks narrative of Christmas retail despondency with sales surge

By John Glenday | Reporter

Selfridges

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selfridges article

January 7, 2019 | 3 min read

Selfridges has bucked the wider trend of falling sales on the high street by posting an 8% increase over the crucial 24 day run up to Christmas spanning its stores and online offering.

The upmarket chain drew particular comfort from a double-digit sales growth at its Oxford Street emporium, where sales rose by 10% over the same period. This follows a £300m refurbishment of the landmark store, including a major overhaul of its beauty and accessories hall.

Selfridges bucks narrative of Christmas retail despondency with sales surge

Selfridges bucks narrative of Christmas retail despondency with sales surge

The retailer has embraced event shopping as a means of sparking the interest of an increasingly fickle public, running a ‘Selfridges Rocks Christmas’ theme throughout December, inspired by renowned rock and roll acts such as The Rolling Stones, with in-store entertainment laid on alongside exclusive product launches.

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Selfridges operates just four UK stores in London, Birmingham, Manchester and the Trafford Centre but has built a significant online presence trades in 130 countries.

Over the coming week Britain’s biggest retail brands; including Marks & Spencer, John Lewis and Tesco, will all divulge how they’ve performed over the Christmas break.

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