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Pigs in blankets and rum help Booths Christmas sales surge

Supermarket Booths said its Christmas sales increased by 11.8 per cent.

The family-owned chain, which has stores in Keswick and Penrith, said the increase was tracked over the key three week trading period.

Sales over the seven days in the run-up to Christmas Day were up by 16.6 per cent.

Chief operating officer Nigel Murray said: “It’s been a Christmas like no other at Booths, but we were determined to deliver it safely and with appropriate cheer.

“Customer trust in Booths has grown steadily throughout the pandemic and these results reflect on our commitment to quality and service and prioritising the safety of our colleagues and customers.”

Orders from the Booths Christmas Book were up 66 per cent by value.

Sales of smaller turkeys saw growth of 23 per cent, with sales of turkey crowns up 38 per cent and sales of frozen turkeys up by 50 per cent.

Sales of pigs in blankets increased by 100 per cent, with the Festive Swirl line increasing by 22 per cent. Sales of sprouts were up by 14 per cent.

Licenced sales were particularly strong, the supermarket said, with sales of English wine, both still and sparkling up by 72 per cent.

Sales of liqueurs were up 39 per cent and while gin sales remained buoyant, rum became the new spirit in town with sales up 64 per cent.

Business to business and wholesale sales rose by over 40 per cent boosted by the rise in home delivery options for the Booths brand with the continued partnership with Amazon in addition to the new partnership with Electric Forecourt operator, Gridserve.

Due to the pandemic, Booths cafes were closed throughout the Christmas period and Booths also closed stores on Boxing Day.

Excluding these factors, the chain added, like-for-like sales were 15.7 per cent up against the same three-week trading period in 2019.

Chairman and CEO Edwin Booth said: “I cannot fully express how proud I am of my colleagues at Booths.

“The drive and determination they show not only at Christmas, but every day is remarkable.

“In the most challenging of conditions the true spirit of Booths has revealed itself in the cheerful and practical optimism of our teams.”

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