Heavy discounting offered by the rivals for Christmas sales has led to 20% fall in 5 of John Lewis stores last week.

According to the group’s weekly trading update, the drop at Nottingham was 23% while outlets at Reading, Bristol’s Cribbs Causeway, Peterborough and Peter Jones in London reported 20% fall on a year earlier.

John Lewis disclosed that it’s across the division sales were down more than 13% in last week. During the same period rivals Debenhams and Marks & Spencer offered heavy discounts on certain days to sell higher volumes in run up to Christmas.

Despite fierce competition, Jill Little, John Lewis’s Merchandise Director, claimed that the chain did well in fashion after matching discounts on branded lines. She stated that offers of discounts by high profile competitors were giving an indication that retailers were passing through tough times. She expressed confidence in John Lewis’s adoption of honest pricing strategy towards its customers.

The fashion department’s performance was the best in the group, while Electricals and Home Technology department’s revenues slumped 13.2% and Home revenues dropped by 19.6%

A big sized electronic toy puppy ‘Biscuit the Dog’, a cute piece of promotional merchandise, was the best seller, sold in record numbers by John Lewis.

Waitrose, the John Lewis Partnership supermarket chain also reported 3.9% fall in sales for the second consecutive week.