Independent supermarkets group Costcutter has reported 10% year-on-year trading growth for the four weeks leading up to Christmas.
Costcutter, which has 1,600 stores nationwide, said a last minute flurry of festive shopping had boosted profits in the lead up to the holidays.
Store owner Paul Cheema of Costcutter Cheema’s Family Store in Coventry, said: “We’ve had a great Christmas period. Although the first couple of weeks in December saw fairly steady trading, the last week before Christmas was very busy indeed.
“I think many customers were waiting to be paid around 20 December before doing their last minute shopping and we certainly saw a sharp upturn in that last week with a 7.7% increase on last year.
“We also placed advertisements in local papers and left consumer leaflets with other local businesses in the area and this all helped to boost trade bringing new and valuable customers to store.”
Cheema said the traditional strong alcohol sales were joined by good results on categories such as pre-packaged meats and dairy.
“By promoting great offers on seasonal products like gammon and turkey joints we are able to drive sales and attract new customers. Although the reason they visit the store is for the promotional offers, once inside we find they will make significant additional purchases.
“We then look to retain these new customers going forward into the New Year, so you not only benefit from the extra trade at Christmas, you hopefully keep a proportion of your new shoppers with you. It’s a strategy we’ve used in the past too and it works well for us.”
Costcutter promotional offers were featured in national press advertising and consumer leaflets delivered to two million households nationwide. Offers included three bottles of selected wines for £10, seasonal tins of biscuits at half price, Walkers 12 pack crisps at half price and selected 70cl branded spirits at £9.99.
Jamie Davison, sales and development director for Costcutter said: “Christmas sales for Costcutter have continued the upward trend seen throughout the year.
“We’ve supported retailers in our group by offering a fantastic range of promotional offers and also some aggressive seasonal stunted promotions aimed at giving independents the tools to attract customers and drive footfall.
“We have certainly benefited from a change in consumer habits with a rise in the trend of the thrifty local shopper visiting often to avoid waste.”
