The Perfume Shop delivered a 2.4% jump in like-for-likes sales for the Christmas trading period, as sales via mobile devices rocketed 367% due to m-commerce improvements.

The Perfume Shop said its performance in the four-weeks to January 5 is due to its staff,  “innovative” marketing campaigns, including its Love Perfume Awards, as well as investment in TV advertising which raised brand awareness.

In 2012, the beauty retailer said traffic to its website more than doubled and online sales soared 42%. Improvements to its mobile and smart-phone enabled websites have driven surging online sales up 307% across the devices.

The Perfume Shop managing director Jo Walker said: “We are delighted with the results for 2012, particularly during such tough economic times. 

“We firmly believe that our strong sales performance, which continues to grow year-on-year, is due to the dedication and hard-work of the entire team.  The outstanding success of our online sales, along with a fantastic array of in store services that add value for our customers has enabled us to deliver a strong result in a challenging year.”

The Perfume Shop said premium fragrance continued to be the strongest performer in the period and there was “high demand” for classic best-sellers, including the Paco Rabanne One Million, Gucci Guilty and Thierry Mugler Alien. Gift sets also performed “well”.