John Lewis says latest weekly sales rose nearly 14 per cent, fueled by toys and games.
Sales rose 13.8 percent in the week-ending December 5th, fueled by demand for electronic games and other toys to a record £102.4m in the week, the firm said.
"This is the earliest time in the Christmas season that a figure in excess of £100m has been reached,” a statement said.
Electronic games and traditional toys such as Monopoly were selling well, while toys including the cuddly Gruffalo were in strong demand.
"Reports from branches across the country show clear signs that, having bought furnishings and furniture in advance of entertaining guests, customers are turning to selecting gifts and preparing for a family Christmas at home," the statement added.