Selfridges has posted an uptick in Christmas sales as demand for vegan food products and beauty services buoyed trading.

The department store retailer recorded a 5% rise in sales in the period from December 1 to December 24.

The retailer attributed this uplift to standout performances in toys, which recorded a 31% jump in sales during the period, and demand for vegan food products.

Selfridges recorded a 96% surge in sales of vegan confectionary and sold-out its newly launched vegan hamper.

The department store retailer’s beauty sales also rose 10% during the period, bolstered by the launch of the retailer’s beauty concierge service, while menswear sales increased 11%.

Selfridges launched a host of festive experiences over the Christmas period to drive sales including a walk-in snow globe in its Birmingham store and a 60-minute interactive cocktail experience at its Manchester branch.

Managing director Simon Forster said: “We are pleased to have delivered another strong performance over the Christmas period. We always aim to offer a great selection of exclusive products and extraordinary customer experiences, and this year has been no exception.

“2020 marks the start of a vital new decade in the race to secure a sustainable future. As a business with sustainability at its heart, Selfridges will be gearing up towards a major new campaign that will set the direction for the next 10 years of our journey.”