Retailer John Lewis said it has seen record sales of televisions last week as trading gathers momentum in the run-up to Christmas.
The performance topped another strong week for electrical and home technology goods, the department store chain said.
As well as Christmas gift-buying, the comments are a further sign that consumers are bringing forward big-ticket purchases before VAT goes back up to 17.5% in January.
Alongside strong television sales, John Lewis said sales of Wii and PS3 games consoles were 50% ahead of their best week during the previous Christmas season.
Total sales across the retailer's 29 department stores reached £91.8 million - the earliest the retailer has ever surpassed the £90 million mark in the build up to Christmas.
The figure is 22% up on the same week last year - when consumers spooked by the financial crisis were reluctant to spend - and 6.5% ahead of the equivalent week in 2007.
Nat Wakely, the retailer's director of selling operations, said: "This week has been incredibly strong. Customers are gift buying as well as getting the home ready for Christmas, including purchasing a new television to watch festive entertainment and play games with all the family.
"As temperatures begin to drop, cold weather purchases are also on the increase."
The department store's online presence Johnlewis.com meanwhile enjoyed a record week, with sales up more than £1 million on last year.
Monday is set to be the biggest online shopping day of the year, according to online retailer zavvi.com, with 733 sales a minute expected at peak periods.
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