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High jewellery drives festive sales at Selfridges


Discounted Chopard necklace was most expensive piece sold in sales.

Strong sales of high-value jewellery helped department store Selfridges to smash its own post-festive sales records.

The department store smashed its Boxing Day sales record previously held by the sale of 2009, with a 15% uplift. An estimated 250,000 people visited Selfridges on Boxing Day with the hourly transaction rate peaking at £1.3 million at one point during the day.

Selfridges director of operations Sue West added that high-value diamond jewellery had been leading sales in its London store’s luxury department, the Wonder Room. The most expensive purchase of the day was a diamond Chopard necklace that was reduced to £8,469 from its original price tag of £18,820, which was sold to an international customer.

Sales to international shoppers were up 40% at Selfridges on Boxing Day. Shoppers visiting the UK from China proved to be a lucrative demographic for the department store group, with sales to this group up 60% on last year, while Middle Eastern shoppers were also key for the retailer and doubled in number compared to last year’s figures.


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