Early years retailer Mamas & Papas reported record sales during the Black Friday trading period.
Physical and online sales rose by 10% over the five weeks leading up to November 30, with notable categories including a 13% increase in nursery furniture and an 11% rise in travel systems.
The company also announced a rise in sales in its expanded toys and gifts category, as well as its new Ocarro 2 ‘all-rounder’ pushchair, which exceeded sales targets in the run-up to Christmas.
The business achieved a 22% market share in the UK’s baby and nursery sector in November for the first time.
Mamas & Papas chief operating officer and interim chief executive Sarah Ashby said: “We saw record footfall in our store estate and online over the Black Friday period.
“Demand and conversion when our deals went live was the highest we’ve seen as customers bought into the Mamas & Papas brand and our curated range of third-party nursery brands.”
Ashby added that customer behaviour has affected sales performance this year, with more customers waiting for promotional deals before buying larger items, resulting in a softer trading period before and after Black Friday.
Mamas & Papas operate 42 concessions in partnership with M&S and Next, as well as its 22 standalone stores across the UK.
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