Sales at department store chain John Lewis jumped 7.6% in the week to November 17.
The retailer achieved sales of £91.7m over the week.
Toys were one of the top sellers as parents picked up must-have Christmas items, with the Furby proving a particular favourite, along with scooters.
Electricals and home technology revenue leaped 22% year on year over the week, driven by tablet sales.
Elsewhere, cufflinks, knitwear and outerwear were popular for men, while premium watches and handbags were the top sellers within womenswear.
John Lewis managing director Andy Street said: “After another successful week’s step up to Christmas, our online – up 31% year on year – and electricals and home technology sales make it clear there is real trust in John Lewis as we approach this critical period.
“Price-matching activity this week has once again reassured shoppers about our commitment to being Never Knowingly Undersold while partners across distribution are gearing up to the peak online week, which we expect in just three weeks’ time.”
John Lewis said there was evidence its Christmas TV ad, which has two snowmen as its stars, was proving popular, with sales of its ‘knit your own snowman’ kit soaring. A snowman has also been popping up in locations around the UK, according to the retailer, and spent its Friday in a phone box in Westminster and yesterday at Twickenham.
The soundtrack to John Lewis’s ad, Gabrielle Aplin’s The Power of Love, debuted at number five in the official UK singles chart yesterday.