In the week after the £7m advert was launched, the company had takings of £101.45m, 10.7% up on 2012. It was also the earliest time of year that the group has broken the £100m weekly sales barrier in the run-up to Christmas.
John Lewis said its best selling gift was the iPad Air, with one bought every minute last week. Other big sellers include the Lego Friends advent calendar and a tiddlywinks set.
Chris Hooper, head of retail change at John Lewis, said: “If the launch of the Christmas television advert was a sure sign that we are into the Christmas trading period, the fact was fully reinforced by our reaching the £100m barrier for the first time this year, the earliest week we have delivered this.”
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