Selfridges cashes in on vegan trend and new toy section to book healthy sales over the festive spell
- Selfridges’ sales of vegan confectionery almost doubled in the run-up to Xmas
- Men’s clothing was another strong area with an increase of 11 per cent
- Retailer recently opened a new 22,000 square foot toy section in London
Selfridges has successfully joined the companies cashing in on the vegan trend as its sales grew in the crucial Christmas trading period.
Plant-based alternatives were in high demand, the department store said, as sales of vegan confectionery almost doubled in the 24-day run-up to Christmas, and its new vegan hamper sold out.
These contributed to a 5 per cent uplift in overall sales across the business. Toys were another strong category, with sales up 31 per cent over the period.
Selfridges’ sales grew in the crucial Christmas trading period
Men’s clothing sales increased by 11 per cent, and the beauty category rose by a 10th.
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.
‘2020 marks the start of a vital new decade in the race to secure a sustainable future,’ said Mr 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.