London Designer Outlet Black Friday sales exceed 2019 levels

Black Friday sales at London Designer Outlet (LDO) exceeded pre-pandemic levels as consumers scramble to secure greater value on gifts in the run-up to Christmas, according to the latest sales figures.

Total sales across the London fashion outlet between Sunday 20 and Saturday 26 November this year rose to £2,462,278 from the £2,460,535 during the same week in 2019. This year’s sales during Black Friday week recorded the second best week of year and sixth biggest ever at LDO.

The figures also reveal a 11% rise in beauty and health sales, 85% surge in menswear sales, and a 2.2% rise in homeware, compared to 2019 data. The positive figures come as Britons seek out greater value on their Christmas shopping amid a cost of living crisis, fuelled by soaring energy bills, food costs and mortgage rates.

Matt Slade, Retail Director at Quintain, said cash-conscious consumers are increasingly turning to outlets and discounted retailers in order to cuts costs in the run up to the festive season.

Matt added: “Amid the worst cost of living crisis in 40 years, these are extraordinarily difficult times for families, many of whom will be scaling back their usual Christmas budgets. Shoppers are becoming far more vigilant about where they can go in order to purchase the same high-quality gifts for family and friends at the lowest possible prices.

“These strong sales figures, therefore, point to an increasingly cash-conscious consumer that wants to make every penny count while ensuring their families enjoy a fulfilling festive season.”

London Designer Outlet sits at the heart of Wembley Park. Minutes from central London, it is the capital's best-connected outlet centre and is easily reached by three tube lines, two train lines and eight bus routes.

The centre, managed by Realm, provides 265,000 sq ft of retail and leisure space, including 70 outlet stores, restaurants and coffee shops.