Poundland has reported shoppers’ continued flight to value over Christmas with like-for-like sales from the five weeks to January 3 up 4.4%.

Total sales at single price discount retailer Poundland soared 34.8% in the same period.

Poundland said that despite the difficult trading conditions it had achieved steady growth in all areas of the business as customers continued to look for value for money on the high street.

Poundland also confirmed that it plans to add to its 254-store portfolio by opening a further eight stores between now and the end of its financial year in March, creating an additional 250 jobs within the business. It will also offer permanent contracts to 360 temporary staff taken on to cope with Christmas demand.

Highlights for Poundland over Christmas included the sale of three million crackers, 1.1 million single Christmas cards, over one million packs of batteries, 2,237 miles of tinsel and 10,500 miles of wrapping paper.

Chief executive Jim McCarthy said: “With more and more customers spreading the weekly shop across several stores to help their budget stretch further, we are confident that sales will continue to reflect this customer trend throughout 2010 and beyond.”