Online surge helps The Entertainer to Christmas sales growth

Retailer enjoyed online growth of 60 per cent during the five weeks to December 27th, 2014.
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The Entertainer enjoyed a boosted Christmas sales period thanks a surge in customers shopping on its website.

RetailWeek states that the toy retailer reported online growth of 60 per cent during the five weeks to December 27th, 2014, with total like-for-like sales up 5.5 per cent during the period.

In-store like-for-like sales were up 4.9 per cent for the period, while total store sales increased by 10.5 per cent.

The opening of nine new stores helped to push total sales up 12.2 per cent and The Entertainer's biggest day of Christmas trading across all its stores was December 23rd.

Elsewhere, sales via The Entertainer’s click-and-collect offer were up 81.7 per cent during the Christmas period and made up 35 per cent of online sales, a figure up from 29 per cent of online sales back in 2013.

“This year more than ever we have seen an increase in the number of people shopping on our website and our new mobile site," The Entertainer founder Gary Grant told RetailWeek.

“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.”

Plans are in place for the retailer to open a further 15 stores this year.

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