Ipads and other electronics have helped department store chain John Lewis, which has a store in Southampton's WestQuay shopping centre, start its run up to Christmas with festive cheer.
With Christmas six weeks away, John Lewis department stores saw sales in the week to November 10 increase 11.4% on the same week last year to £85 million.
The chain reported particularly strong figures from the electronics and home technology department, which were up 29% on last year.
The new iPad, iPad mini and ''app toys'' - gadgets working with mobile phone apps - led sales giving a strong indication of the gift trend this Christmas.
The chain also saw strong sales of beds, fitted carpets and made to measure curtains in a sign that customers are getting their homes ready for entertaining. Festive table decorations, china and table linen were also in high demand.
Nat Wakely, director of selling operations, said: ''It shows that our customers are thinking seriously about Christmas and coming into our shops to find all they need for entertaining family and friends and for finding the perfect gift.''
The trading comes as the department store launched its latest Christmas television advertising campaign, with eight million X Factor viewers seeing it in a prime slot last night.