Booths enjoys strong Christmas trading driven by turkey and alcohol sales

The retailer said in the three weeks to Christmas, sales grew 11.8% year on year, while in the week before the day itself sales jumped 16.6%. 

Due to the coronavirus crisis, Booths’ cafes were closed throughout the period and the retailer said it decided to close stores on Boxing Day to give staff more time with their families. Despite these factors, like-for-like sales were 15.7% up against the same three-week trading period in 2019.

With Covid restrictions on family gatherings, Booths reported an uptick in the sale of smaller turkeys (23%) and turkey crowns (38%), while frozen turkey sales soared 50%. 

Alcohol was another strong performer over the period with sales of English still and sparkling wines up 72%. 

Booths also tapped into customers’ desires for cocktails at home with sales of liqueurs up 39% and rum sales up 69%. 

The retailer also reported strong customer orders from its Booths Christmas Book, with sales up 66% by value. 

Its wholesale and home delivery business saw an uptick with sales rising over 40% through its partnership with Amazon and new tie-up with electric forecourt operator Gridserve. 

Booths chief operating officer Nigel Murray said: “It’s been a Christmas like no other at Booths, but we were determined to deliver it safely and with appropriate cheer. Customer trust in Booths has grown steadily throughout the pandemic and these results reflect on our commitment to quality and service and prioritising the safety of our colleagues and customers. Our customers feel reassured shopping at Booths, and that is a great credit to our teams.”

Chair and chief executive Edwin Booth said: “I cannot fully express how proud I am of my colleagues at Booths. The drive and determination they show not only at Christmas, but every day is remarkable. In the most challenging of conditions, the true spirit of Booths has revealed itself in the cheerful and practical optimism of our teams.”