Booths enjoyed “record” Christmas sales for the second consecutive year, as its investment in stores and experience paid off.
Like-for-like retail sales grew 9.3% during the “key” three-week festive period to 4 January, up from 8.3% the previous year. During the week of Christmas, sales were up 6.7%, with Booths enjoying its “biggest-ever single-day sales” on 23 December. The supermarket did not publish volume figures.
Unsurprisingly, the traditional Christmas staples were in demand. Like-for-like sales at Booths’ meat counters were up 16% in December, with fresh fruit & veg also both up by 10%. Sales of its regional British cheese increased 29%, while “hand-rolled” pigs in blankets grew 14%.
Booths said “exemplary service” and availability at its 26 stores helped its score a net promoter score of 77% customer satisfaction during the Christmas period.
“Booths really does love Christmas, and this is reflected in our strong performance again this year,” said MD Nigel Murray. “Customers trust us to provide the best quality and store experiences, and we are delighted to deliver.
“Our teams work year-round to develop delicious new products for our customers across Booths country. We focus equally as much on making the Christmas shopping experience a real pleasure, from sharing our Christmas Book full of recipes and inspiration, to great in-store events and tastings that share our love of great food and drink.”
The northern grocer has invested into its counters and service levels in order to raise experience of its stores over the past couple of years. It has included bespoke training courses and qualifications for staff on its meat, fish and cheese counters.
Work to revamp its hospitality offer also paid fruit this Christmas, with food to go sales up 17% throughout December.
“We strive to deliver the very best food and drink for our customers, and I pay credit to every colleague and supplier who, with their warm northern welcome, share an infectious love of great food and drink,” Murray said.
“I would also like to thank our customers for their continued trust in Booths, they are an integral part of our Booths country family,” he added.
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