Clinton Cards will focus on staff and leadership skills to drive sales back up, after posting a 5.2 per cent fall in like-for-likes at its Clinton’s chain and a decline of 2.5 per cent at its Birthdays fascia for the nine weeks to October 5.

Clinton’s preliminary results for the 53 weeks to August 3 revealed adjusted operating profit had risen 8.1 per cent to£22.6 million. Group like-for-like sales rose 1.3 per cent – 0.7 per cent at Clinton’s and 3.5 per cent at Birthdays.

However, the company has had to take a£30 million non-cash goodwill impairment charge for Birthdays, which took the operating loss to£9.6 million against a profit of£18.5 million last year.

The retailer said that it is “taking a prudent view and conserving resources where possible”.

Group managing director Clinton Lewin said: “We’ll be spending more time with staff. We’re constantly looking at our store portfolio, staff numbers and hours.”

Dresdner Kleinwort analyst Sanjay Vidyarthi said: “We recommend avoiding Clinton’s high operational, seasonal and financial gearing in this market.”

Last week rival Celebrations fell into administration.

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