Ann Summers saw online sales surge by 54% over the festive period driven by a celebrity campaign and last-minute gift purchases from men.
Whilst in-store sales increased 12.5% and overall sales grew 17.2%, the massive increase in online was attributed to stronger online delivery options, giving consumers more confidence to shop later in the days leading up to Christmas.
Last-minute purchases from men, the ‘guy buy,’ as the retailer called it, were boosted by a celebrity campaign. Debenhams saw a similar trend in its Christmas trading.
The retailer said: “We also had a wider product offering and higher stock levels of key lines, coupled with an exceptionally strong wholesale growth of 72% with ASOS and House of Fraser.”
Ann Summers said its strong first half so far puts the business in a “good position” to continue its investment programme in systems, stores and people.
It is confident of another year of profit and growth this year.