A splash of colour for WH Smith sales as adults look to cut stress

'‹The '‹bizarre craze for adult '‹colouring-in books and '‹''‹extreme dot-to-dot'‹' puzzles has boosted sales at WH Smith.

The retailer said adults are turning to ‘colour therapy’ to reduce stress levels, ​boosting Smiths’ stationery and book sales which helped halt declining sales at its high street shops.

​Pre-tax profit ​​rose 11​ per cent​ to £80m in the six months to February ​29. Smith​s​ saw its first rise in high street sales for 14 years over Christmas​ when like-for-like​ sales rose​ 2​ per cent.

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Activity books for adults have captured the imagination of those looking to de-stress and spend time away from looking at mobile phones and screens. The trend for ​‘​colour therapy​’ has extended to ‘querkles’​, the new name for colour by numbers​ books.

Stephen Clarke, group chief executive of WH Smith, said: “The group has delivered a strong first half with both our travel and high street businesses performing well.

“Stationery sales were particularly strong, driven by investment in new product ranges and both our stationery and books business continue to benefit from strong sales in adult activity books, such as colour therapy, extreme dot-to-dot and querkles.”

​Like-for-like sales across the group rose 2​ per cent​ in the first half, thanks to a 5​ per cent​​ rise in travel stores, which are based largely at airports and train stations.

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Trading profits at this part of the business rose 9​ per cent​ to £35​m as the company tapped into growing passenger numbers.

It is also increasing the division’s international reach and has secured more than 200 stores overseas, including its first airport shops in Spain and Germany.

​Smith also saw a 6 per cent rise in trading profits at its 618-strong high street chain as higher profit margins continued to offset pressure on sales.

The group separately announced up to 61 more Post Office branches will move into WH Smith stores over the next year.