Department store John Lewis said that sales rose 11.5% week-on-week in the seven days to Saturday November 13, driven by home entertaining and Christmas decoration products.

Sales of beds during the week rose 12.5% and bedding by 8%, while towels and home-related products in general drove sales at the department store chain.

Sales of Christmas trees and decorations from the retailer’s Christmas Shop were at “unprecedented levels” for the time of the year, said the retailer.

Fashion also had a strong week, particularly on cold weather items, with kidswear sales up 20%.

Total sales during the week were £76.93m, a 6.8% rise on the same week last year.

Online sales rose 30% year-on-year and “substantially” on the week before.

The retailer said the launch of its Never Knowingly Undersold price matching policy online led to an “outstanding result” in electronics and home technology, with strong sales in radios and games and SLR cameras.

John Lewis manging director Andy Street said: “With very strong figures from last year against us, our results last week are a clear sign that the steep sales climb towards Christmas has begun in earnest and that customers are making John Lewis their destination for Christmas purchases.

“These figures demonstrate that we are outperforming our competitors. They give continued confidence that John Lewis’ strong and innovative products, customer service and price matching will ensure our position as market leader on the high street over the festive season.”

John Lewis launched its Christmas TV advertising campaign on Saturday

Meanwhile, grocer Waitrose said year-on-year sales rose 10% last week, driven by the Delia Smith and Heston Blumenthal advertising as well as its 25% off wine and champagne promotion.