Dixons sales rise after ‘lively’ Christmas

Like-for-likes at its domestic business, which includes Currys and PC World, rose 5% between November 1 and January 4, and online sales rose 23%. Dixons achieved its best Boxing Day sales in its history.

Like-for-likes at its Northern Europe arm rose 2% but total sales were down 1% in sterling. In Dixons’ struggling Greek business like-for-likes were down 8% but total sales grew 7%.

However, group gross margins fell 0.5%.

Group chief executive Sebastian James said Black Friday had pulled forward sales in the UK, making trade “remarkably busy” but then caused a lull in the run-up to Christmas before an explosive Boxing Day Sales period.

James said: “This has been a lively Christmas with plenty of ups and downs and I am pleased to report that we have turned in a good performance. We have consolidated last year’s strong gains and I am confident that we have gained further market share.

“This is especially encouraging as we have already passed the anniversary of Comet’s departure from the market.  

“Northern Europe performed well against a competitive backdrop, building on last year’s exceptional growth and winning the festive scuffles with competitors in pretty much every market.

“Sweden and Finland had a particularly successful Christmas with Denmark and Norway a little less exuberant. Our Greek business is still operating in a tough consumer climate but has rallied well with a strong wholesale business taking it into growth.”

He added: “These are good numbers, but I am mindful that what recovery there is in the UK is still fledgling, and we continue to plan accordingly. We have some very strong comparables in the fourth quarter and, with a later Easter as well, I expect performance in the remainder of our financial year to be more modest than the year to date.”