Toy retailer The Entertainer revealed like-for-likes up 7% and total sales up 12% in the five weeks to December 28. Retail Week asks boss Gary Grant how he did it.

Why was Christmas tough for toy retailers this year?

We found Christmas to be late and therefore October and November were tougher months. It was all about the last 10 days before Christmas and they were outstanding days.

There was a lot more discounting out there and so shoppers were holding off buying.

How did you manage to generate such strong sales in that trading environment?

We were still buying for the best range of toys. We were working 24-hour days to restock our branches. We were in a better operational state this year and ensured we were maximising stores in the last ten days.

There was more stock in shops early on so were able to react to delivery for stores that were doing well.

For the year to the end of November sales for the toy industry were running at  -2% but we achieved a 7% like-for-like. And so we have increase market share.

Did the stormy weather impact sales?

The big shopping centres were less affected by the weather than those that were out in the sticks. And with the stormy weather some shoppers were concerned about going out. I think the shopping centres out-performed the high street. We had some fantastic results out of Bluewater and Westfield London.

Did you feel under pressure to discount?

We went into Christmas with a promotional plan that we stuck to and gave outstanding value to customers. There were promotions in all of our departments but they were planned and the margin was unaffected by discounting.

Do you think some toy retailers struggled?

Yes. I think there were winners and losers. Somebody must have lost something if we gained.

Why did click-and-collect do so well?

It’s nearly doubled year-on-year. People are now looking to avoid wasted journeys and lots of people are now looking for specific items.