WOMEN will overtake men as the primary buyers of electronic gadgets for the first time this Christmas, according to department-store chain John Lewis.

Helen Keppel Compton at the company told The Sunday Times that a “tipping point” had been reached this winter and women would be responsible for between 50% and 60% of all purchases in its electrical departments during the festive season.

She said most of the women were buying gadgets such as digital radios, iPods and digital photo frames. “The appeal of technology to women is cross-generational, from young women who have grown up with technology, to women who have been exposed to technology at work and older, motivated self-learners who are all embracing new products which help them capture memories, stay organised and keep in touch,” she said.

John Lewis said that electrical gadgets were more fun for women than ever before and no longer had a male, geeky image.

The news come as the depart-ment-store group prepares for a record day of online sales tomorrow. It believes that Monday will be the peak day for sales on its website before Christmas.

So far the group is reporting strong sales in stores and online in the run-up, despite fears over the health of the high street. Many retailers, including Deben-hams and BHS, have been offering huge double-digit discounts.

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