• Total sales increased 17.2%
  • Online sales jumped 54%
  • In-store sales climbed 12.5%

Ann Summers has recorded soaring sales across its online and store estate as its male shopping campaign and delivery proposition drove last-minute purchases.

Ann Summers Christmas windows 2015

Ann Summers Christmas windows 2015

Ann Summers’ Christmas campaign drove late sales

The sex toy and lingerie retailer posted a 17.2% rise in its overall sales year-on-year in the week to December 26 as online sales soared 54%.

In-store sales were also up 12.5% during the period as the retailer’s Christmas campaign, which was fronted by The Only Way is Essex stars and encouraged male shoppers to buy presents for their partners at the retailer, drove last-minute sales.

Ann Summers’ wholesale sales via businesses including Asos and House of Fraser jumped 72% following investment by the retailer in expanding its product range and increasing stock availability of key products.

Overall sales for the month of December were up 5%.

A statement from the retailer said: “As part of the ongoing recovery, a strong and promising first half of the financial year puts the business in a good position to continue its investment programme in systems, stores and people, and we are confident of another year of profit growth for our full-year results.”