Booths has reported a 3.5% increase in like-for-like sales over Christmas as customers turned to the Northern supermarket chain for their more upmarket purchases.

Sales of smoked salmon increased by 39%, vintage Champagne sales jumped 23% and magnums of fizz were up 27%. Other products that sold well were beef roasts, which were up 39%, and vintage ales, which sold 87% more than a year ago.

Booths said the sales figures were evidence that customers were trading up to more premium products. It added that the company itself had eased off on promotional activity this year and focused more on quality.

“We refused to enter discounting battles over the Christmas period preferring to focus on stocking the exceptional produce our customers come to expect from Booths,” said Booths chief operating officer Chris Dee.