Northern retailer Booths has posted its best ever Christmas results with like-for-like sales up by 6 per cent.

The figure representssales excluding fuel for the 21 days to 4 January, 2014.

The company said that the increase in sales can be attributed to customers planning ahead and using the reserve and collect service.

And a spokesperson added that the retailer had achieved the highest sales in its 166-year history on 23 December.

Chairman Edwin Booth, said: “We launched our Christmas marketing campaign early this year with the delivery of our Christmas Book, which inspired customers to plan ahead and order early.

“The 180-page book illustrated our Christmas lines beautifully and resulted in a pre-order sales increase of 22 per cent with customers ordering in advance for Christmas Day.”

Booths also reported that its Booths Card, introduced in late summer, is reaping dividends. It said that 60 per cent of pre-orders came from card holders and online orders were up by a third on last year.

Booth said: “People come to Booths for the best – they trust our quality and our commitment to find the very best suppliers. We made it easier to order online and collect in advance of the Christmas Day.”

Booth said the company’s “canny” Northern consumer base keeps it on its toes in terms of service, price and quality.

He said: “They expect the best from Booths, and this Christmas we delivered just that.”

In November 2013 Booths acquired its supplier and fruit and vegetable wholesaler Sharrocks for an undisclosed sum.

The move came as the North West-based food and drink retailer looks to gain greater control over its supply chain and work closer with the farmers and growers that supply its stores.

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