Analysis: How consumers shopped the electricals sector this Christmas

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Once a stalwart of Christmas and Boxing Day Sales shopping, the pressure from the cost-of-living crisis meant electricals presented a mixed bag for retailers over this festive season.

Currys group sales fell 6%, driven by a 5% slump in like-for-like revenues in the UK and Ireland and a 7% dip in international sales, AO upped its profit expectation despite a 17.2% sales dip while value-led Marks Electrical had a stand-out season, reporting a 33.4% boost, putting it 22% ahead in the year so far. 

But what do these performances tell us about how consumers shopped for electricals this year? And what do they reveal about shoppers’ mindsets? Here are the key insights from the Christmas trading updates.

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