John Lewis has shrugged off last week's profits slump to announce sales of its Christmas products were showing an 11.3% week-on-week increase.
The high-street store, seen as a major indicator of how the whole market is fairing, saw overall profits fall by 13%, but is seeing more positive returns on its Christmas range.
Sales of trees, decorations and advent products all contributed to the upturn, which the retailer believes will continue to gather pace the closer to Christmas it gets.
Dan Knowles, director of selling operations at the firm, said: "A number of our competitors are now running discount days.
"Throughout these, John Lewis has maintained its Never Knowingly Undersold promise and matched competitors' prices, even on sale items."