West End retailers optimistic about Christmas sales

Retailers in West London are optimistic about sales over the Christmas period following a year on year increase in footfall over the past couple of weeks, as retailers prepare for promotions and events to help drive sales.

It is forecasting that £150 million will go through the retailers’ tills and Meave Wall, Selfridges’ Store Director, expects their collection of designer handbags, watches and accessories to sell particularly well.

“The American Express Shop West End VIP Weekend is the biggest shopping weekend of the Christmas season and, as in previous years, we are anticipating strong sales across all our departments,” she said. “As shoppers start to prepare for Christmas Day itself, the Christmas Shop and our food hall will be a big draw.”

Retailers across the hugely popular area, including Marks & Spencer, House of Fraser and John Lewis, are feeling positive about the upcoming rush despite last month’s disappointing figures which Richard Dickinson, CEO of New West End Company, explained should not be overstated.

“In November, which saw above-average temperatures hindering winter fashion sales and impact from major roadworks, it is not surprising that sales took a dip in the West End but December is already looking brighter,” he commented. “We have heard encouraging reports from retailers that sales are gaining momentum. Across the West End, retailers are preparing for our traffic-free weekend with a potential £150 million sales boost for the biggest shopping weekend of the year."