Ideal Shopping Direct is celebrating its 10th anniversary this week with a weekend of giveaways and promotions in what it expects to be its biggest weekend of sales this year.

Ideal Shopping Direct has a prize pot of £10,000 and will offer free delivery all weekend. It runs birthday offers annually and often gets a sales lift of over 50%.

Ideal also wants more tie-ups with celebrities after successful collaborations with ex-Brookside and West End star Claire Sweeney and film and TV star Stephanie Beecham.

It is launching a beauty range with former model Linda Lusardi called My Miracle and is in talks to link up with Sylvester Stallone’s wife Jennifer Flavin Stallone.

Ideal Shopping has returned to profit after a turnaround plan under chief executive Mike Hancox, who joined in November 2008.