The Entertainer has recorded a jump in Christmas sales on the back of strong online growth as shoppers turned to its click-and-collect service.
The toy retailer increased like-for-like sales by 5.5% during the five weeks to December 27. In-store like-for-likes were up 4.9% during the period, while total store sales rose 10.5%.
Online growth of 60% and the opening of nine new stores drove total sales up 12.2%.
The Entertainer founder Gary Grant said: “This year more than ever we have seen an increase in the number of people shopping on our website and our new mobile site.
“We have managed to successfully drive customers to www.thetoyshop.com whilst also increasing footfall in-store through our 30-minute click-and-collect service, demonstrating that the website is an integral part of the experience but the high street still has a vital role to play.”
The retailer revealed the biggest day of Christmas trading across its stores was December 23 and predicted it will continue to trade strongly this year. It plans to open 15 stores.
Sales through The Entertainer’s click-and-collect offer grew 81.7% during the Christmas period and comprised 35% of online sales, up from 29% of online sales in 2013.
In June the company will make its biggest single investment with the opening of a new distribution centre in Banbury.
The 225,000 sq ft warehouse will treble its distribution capacity.