Family-owned food and drink retailer Booths records strong Christmas trading

BOOTHS, the family owned food and drink retailer, today said it enjoyed strong sales over the Christmas trading period as more customers celebrated the festive season at home.

Booths has published its Christmas trading figures
Booths has published its Christmas trading figures

Booths recorded a sales increase of 11.8% over the three-week festive trading period. Sales over the seven days in the run up to Christmas Day were up by 16.6%.

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.

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He added: "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. Our customers feel reassured shopping at Booths, and that is a great credit to our teams.”

Orders from the Booths' Christmas book were up 66% by value. Sales of smaller turkeys saw growth of 23%, with sales of turkey crowns up by 38% and sales of frozen turkeys rose by 50%. Sales of pigs in blankets increased by 100%, with the festive swirl line increasing by 22%. Sales of sprouts were up by 14%.

In a statement, Booths said: "Licenced sales were particularly strong, with sales of English wine, both still and sparkling up by 72%. Homemade cocktails were on the 'home bar' menu with sales of liqueurs up 39% and while gin sales remained buoyant, rum became the new spirit in town with sales up 64%."

"Business to business and wholesale sales rose by more than 40% 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."

Sales of party food increased by 72% indicating a rise in the number of small at home celebrations. Sales of the Booths festive hot baguette increased by 56%.

As a consequence of the pandemic, Booths cafes were closed throughout the Christmas period and Booths also closed stores on Boxing Day to give staff extra time with their families.

Excluding these factors, like for like sales were 15.7% 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.”