LIVERPOOL One’s upmarket John Lewis store says its trade is rising eight per cent, week-on-week in the approach to Christmas.

“Christmas trade notoriously starts later in Liverpool than other UK cities,” said Isabella Miller, John Lewis Liverpool managing director.

The John Lewis Partnership took £121m nationally in its 32 shops and in online sales in the first week of December. This was the company’s biggest turnover in one week ever and eight per cent ahead of the equivalent week in 2009.

It was in stark contrast to Christmas 2008 when business was 10-12% down compared to 2007, but custom returned in huge quantities in 2009.

Overall, the company’s business is 20% up nationally for 2010 compared to 2008, said Ms Miller, who took over at John Lewis Liverpool on October 1.

Yesterday John Lewis said overall sales at its department stores in the week to Saturday were 7% up on a year ago –though they fell slightly from the previous week’s record as snow kept shoppers at home.

“In some of our stores, affected by the recent bad weather, sales lifted by 50% when customers could finally reach them,” said Ms Miller.

“We’re seeing our Christmas trade going up sharply in Liverpool, now it’s started to come through with certain sectors doing very well.

“In the run-up to the January 1 VAT increase, fitted kitchens, kitchen equipment such as Joseph Joseph, and larger items like furniture are increasing sales. There are a number of promotions in the store with high-tech brands like Sony which are making the most of pre-VAT rise sales for more expensive items.

“John Lewis will be the last major retailer to increase prices as we’re sticking to our historic commitment to be never knowingly undersold.

“Festive accessories, Cath Kidston home furnishings, Liz Earle beauty treatments are top sellers and womenswear is performing very well, which it always does in Liverpool with its party reputation.”

Other successes are men’s cashmere sweaters, £50 iPod speaker docks and John Lewis’ “value” own-brands are growing in popularity.

“The value range started with linens and we’ve expanded the ranges to cope with demand,” said Ms Miller.

“There is a perception that John Lewis is an expensive store, but we want an entry point for all customers.”