West End's happy Christmas: stores net £150m in one weekend

- Fortnum's has best ever day's trading- Hundreds of thousands flood to central London shops- Fine wintry weather boosts trading up by 16.5 per cent
Tills ring out: West End shops were packed and inset, Lucy Humphreys

An “extraordinary” surge of shoppers in the West End over a £150 million spending frenzy weekend has smashed trading records and raised hopes of a bumper Christmas.

Queues built up outside department stores before opening as hundreds of thousands of visitors poured into central London, while Fortnum & Mason reported its highest ever Saturday takings in more than 300 years of trading.

Shopper numbers were up by 16.5 per cent on the same weekend last year, according to the New West End Company, with “perfect” weather conditions – dry, sunny and cold – helping to swell the crowds.

Southern European shoppers were out in huge numbers as they took advantage of the Feast of the Immaculate Conception holiday in Spain, Italy and Portugal for a pre-Christmas trip to London.

Meave Wall, store director at Selfridges said: “Everyone seems to have realised its Christmas at the same time. We had a really strong Saturday and Sunday. There were queues from opening at 9am and the car park was full by 9.30am. We were surprised how early it started.”

Big sellers have included tablet computers and headphones, as well as extra large versions of popular sweets such as Snickers bars and Lovehearts. The store’s cafes and restaurants have sold 800 cases of champagne in the past four weeks, the highest figure on record.

Ewan Ventners, managing director of Fortnum’s on Piccadilly, said: “It was extraordinary, we could not have fitted a single extra person in the building.” Spending was up 13 per cent on last year. Regent Street store Liberty also reported its biggest day of trading in 15 years on Friday and a 15 per cent increase in shoppers over the weekend compared to this time last year.

Spokeswoman, Kate Brindley, said the rest of the month was looking “very optimistic” with the Christmas shop and fragrance departments seeing the highest footfall.

She added: “We have had to employ a 24-hour team of people to pack up our internet orders.”

More than £1 billion is expected to be spent in the West End over the crucial six-week period to December 24.

The huge numbers will come as a massive relief to traders after a slow start to the Autumn and a downturn in sales during the Olympics.

Shops 'so busy it's ridiculous'

People were queuing outside Hamleys toy shop in Regent Street and Top Shop in Oxford Street before doors opened yesterday morning.

Simon Howard, 37, from Farnborough, was shopping yesterday with his partner, Nicole Ferrin, 27, and three young children, Jack, Alfie and Leah.

Mr Howard, an air conditioning engineer, said: “We went to Hamleys and bought teddies for the kids, so they are happy. It’s been great to do a bit of Christmas shopping together. We went into John Lewis when it was light and came out when it was dark. It has been busy, but the atmosphere is brilliant. We’ve probably spent about £100 on bits and bobs.”

Rosanna Brown, 22, a nanny from Camden, said: “I came to see the lights and go to Selfridges for some food. I wanted to get in the festive spirit.”

Andrea Pederzolli, 45, a wine producer, who lives in Hampstead, said: “I have been buying toys for my kids, and presents in general. The most expensive thing I have bought today is actually a £32 Ben 10 watch for my son. It has been very crowded, but I have been here for three hours and I am still standing.”

Lucy Humphreys, 24, a beauty therapist from Swindon said: “I came to London today to shop and go to Winter Wonderland. It has been ridiculous, so, so busy. I got to Oxford Street around lunchtime and there was just a none-stop flow of people. I have ended up shopping for make-up and nail varnish for myself. I’ll have to come back to get the presents!”

Hollie Webb, 26, a market researcher from Balham, said: “I have bought presents for my family and a coat for myself, which was the most expensive thing I bought for £120. It’s always busy around here but today is particularly crazy! I have only managed an hour and a half and I’m ready to go!”

Satit Sirirut, 32, and his wife, Jindapa, were in the capital on holiday from Thailand.

Mr Sirirut said: “We have mainly bought clothes and shoes today. I also bought is a £500 Hermes bracelet for my wife. We are only in London for four days, so it has been brilliant get a chance to experience the Christmas buzz.”

Sophia Magnusson, 21, a nanny living in West Kensington said: “I have bought myself a coat and a top. I was looking out for Christmas presents but it was so busy, even the side streets were packed with shoppers today.

“You come to the shops around Oxford Street because they have everything, and it’s really beautiful with the Christmas lights. It’s packed but if people are happy and friendly they can make your day.”

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