Premium Northern supermarket Booths has reported a record-breaking Christmas, with sales surpassing the £10m mark for the first time.
Like-for-like sales grew by 2.6% in the three weeks to 7 January following the supermarket’s first-ever above-the-line marketing campaign in magazines such as Delicious and Cheshire Life.
Booths reported particular growth in its online channel, with sales from home delivery and click & collect channels up by 6.9%.
In terms of products, the £100 The Great Christmas Dinner box, which includes all the ingredients for a lunch for eight on the table, was its bestselling product over the period. The contents of the box led to a 73% increase in sales of ready-made luxury gravy and sauces and prepared vegetables were up 26%.
Booths also reported strong sales of Champagne, which was up 28% on the year before, while salmon sales increased by 126%.
Booths CEO Chris Dee said own label had also performed particularly well after the launch of its ambitious programme to repackage and expand the range in October. Own label grew by over 4.1% year-on-year to account for 35% of all sales, up from levels of only a quarter five years ago.
“The £10m sales have come from a long campaign in the build-up to Christmas,” he said.
“The meals we share with our families and friends at Christmas are important and our colleagues take great pride in sourcing and selling the very best food and drink from people who care about how it’s made, grown and reared,” he added. “People trust Booths to deliver great service and exceptional food. They expect the best from Booths, and we delivered just that.”