The retailer champions Black Friday as the starting gun for Christmas shopping.
Shop Direct has seen a four per cent rise in total group sales over the Christmas trading period.
Black Friday proved to be the busiest trading day on record for the firm, with sales up 51 per cent on the previous best trading day, Cyber Monday in 2013.
The sales growth was driven by the group’s Very, which increased revenues by 23 per cent in the seven weeks to December 26.
During the Black Friday sales period, Very saw order soar 134 per cent, according to Retail Week.
Over the Christmas sales period, mobile sales increased 45 per cent while online visits grew by 18 per cent to 76 million.
Shop Direct chief executive, Alex Baldock, said: “It was another record Christmas at Shop direct and Very.co.uk once again led the charge. We continue to capitalize on the shift to mobile.
“We like Black Friday. It was huge for us and acted as a starting gun for Christmas shopping. Traders like ourselves will thrive in the environment that Black Friday creates and we are happy that it is here to stay.
“The highly promotional market looks set to continue in to 2015. We will continue to make sure we are offering customers great deals while maintaining sales and profit growth.”
