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22 October 2013

John Lewis predicts UK’s first ever ‘mobile Christmas’

John Lewis predicts that this year will be the UK’s first ‘mobile Christmas’ with traffic from mobile phones and tablets overtaking that from desktops for the first time on Christmas Day itself. Mobile made up almost 50% of all traffic to on 25th December 2012 and the retailer expects that mobile will overtake desktop traffic at 5pm on Christmas Day this year. The prediction coincides with the launch of John Lewis’s new transactional iPad app.

Mark Lewis, online director, John Lewis said: “Mobile is set to be the shining star of Christmas 2013. Shopping is becoming much more of a social experience with people browsing, purchasing and sharing ideas with others using their mobile phones and tablets. We expect this to increase dramatically during the festive period as customers shop on the go and we anticipate that Christmas Day will be the tipping point for mobile.”

New stats from John Lewis[1] reveal how we’ve become a nation of mobile shoppers:

  • The peak hour for mobile traffic on Christmas Day 2012 was 9pm.
  • The busiest day on mobile last year was 26th December, with over 920,000 visits. Over 1 million visits are estimated for this Boxing Day which will be a new record for mobile.
  • Mobile now accounts for over 40% per cent of traffic to and traffic is up over 115% year on year.
  • The busiest time for mobile traffic is 10pm.

Mark Lewis continued: “Although customers are more likely to shop for lower value items on mobile devices, there are a significant proportion of customers purchasing big-ticket items. In fact the most expensive item we’ve sold on the mobile site was a £7,000 television.”

This year, new technology from John Lewis will include a transactional app for the iPad which will bring rich content from the retailer’s magazine and catalogues to the shopping environment. John Lewis’s iPhone app relaunched this autumn and allows customers to check its Never Knowingly Undersold commitment and read ratings and reviews. John Lewis also introduced WiFi in all its shops to make it easier for customers to browse the web.

Mark Lewis said: “We know that our customers shop using many channels and over the last 12 months we have seen a significant increase in sales via mobile devices. Our aim is to create a seamless shopping experience for customers, whether that is in-store, online or mobile and our iPad app fits with our leading omni-channel strategy.”

[1] mobile stats for H1 2013 - based on mobile and tablet data combined unless otherwise stated.

For further information please contact The Red Consultancy:

Laura Askew, 0207 025 6539 /

Daniel Baird, 0207 025 6409 /

Lauren Sciberras, 0207 025 6572 /

For more information contact:

Sian Grieve
Press Officer (Community)
t: 020 7592 6887
m: 07525 271 812

John Lewis operates 42 John Lewis shops across the UK (31 department stores, ten John Lewis at home and a shop at Heathrow Terminal 2) as well as It is part of the John Lewis Partnership, the UK's largest example of worker co-ownership where all 30,000 staff are Partners in the business.

John Lewis, 'Multichannel Retailer of the Year 2014' ¹ , 'Best Overall Retailer' ² and 'Best Retailer 2014' ³, typically stocks more than 350,000 separate lines in its department stores across fashion, home and technology. stocks over 280,000 products, and is consistently ranked one of the top online shopping destinations in the UK. John Lewis Insurance offers a range of comprehensive insurance products - home, car, wedding and event, travel and pet insurance and life cover - delivering the values of expertise, trust and customer service expected from the John Lewis brand.

¹ Oracle Retail Week Awards 2014

² Verdict Consumer Satisfaction Awards 2014

³ Which? Awards 2014