Wembley Park’s London Designer Outlet (LDO) said on Tuesday that Boxing Day just over fortnight ago was its best trading day ever and helped bring total 2023 sales to £99 million.

Sales hit a record on the day, while for the month of December they reached £11.2 million, with footfall on 26 December up 11% year-on-year as people preferred to shop in person rather than online.

The outlet operator said its was its best Christmas week since its opening in 2013 and Boxing Day sales were £866,000.

The news comes as premium and high-end off-price destinations continue to outperform most other retail locations, whether they’re in large cities, out-of-town sites or even more rural locations (such as the king of them all, Bicester Village).

It seems consumers are happy to pay for quality but still embrace the idea of achieving big discounts.

That helped LDO’s individual tenants outperform as well. The festive boom also saw 14 of the brands trading there achieving record-breaking Boxing Day sales, including Calvin Klein, Moss and Levi’s. And after their store upsizes and upgrades year-on-year sales rises for The North Face hit 34% and Tommy Hilfiger 30%.

Matt Slade, Retail Director at LDO owner Quintain, said 2023 “was an incredible year” for the mall, highlighting the appeal of “premium brands at accessible prices” that can “meet shifting consumer priorities towards premium shopping experiences at discounted price points”.