A happy Christmas at Dixons Carphone as electricals lead the way

Sales at Dixons Carphone increased over the Christmas trading period as consumers loaded up on big-screen televisions and smart speakers; however, its mobile business suffered severely.

In the 10 weeks to 4 January, like-for-like revenue in the UK and Ireland electricals business grew by two per cent, with particularly strong results in TVs, Smart Tech and Small Domestic Appliances. Online growth was up seven per cent, too, while the retail giant’s initiatives in multichannel saw UK&I online-in-store sales reach 140 per cent.

Sales in the UK mobile business, however, fell by nine per cent like-for-like, in line with company expectations and the management’s own forecasts.

“The supersizing TV trend kept on giving as we sold 75 per cent more 65-inch-plus TVs,” commented Alex Baldock, Dixons Carphone Group Chief Executive.

“We broke records on wearables like Fitbit and Apple Airpods, while gamers couldn’t get enough of the Nintendo Switch. Our new Gaming Battlegrounds showed the exciting potential of more enticing, immersive store experiences and drove strong sales and share gains.”

“We sold 8,000 smart speakers each day”

Mr Baldock also reported that Dyson Health & Beauty sales were up over 20 per cent, Shark Vacuum sales almost doubled and an impressive 8,000 smart speakers were sold each day.

“We’ve had a good Peak in a weak UK market and we’re on track to deliver what we promised for this year, and with our longer-term transformation,” he continued. “Peak saw us continue to invest in our strategic initiatives with encouraging results. Coupled with our unambiguous ‘You won’t get it cheaper. Full stop’ price promise, alongside better availability and delivery, this led to big improvements in customer satisfaction and strong market share gains in Electricals.”