Booths celebrates record orders from Christmas Book campaign
After launching a nationwide delivery service for its Christmas range this year, Booths has seen its Christmas home delivery and collect in store orders rise by more than 34%.
Click and collect orders by value have increased by 14% with the average basket spend rising from £63.58 in 2013 to £72.44 this year. Average delivery orders are £116.
The North of England based company said its Booths Christmas Book, which is delivered to cardholders in October, has been key to its outperformance and has helped to boost pre-order sales of upmarket food.
Sales of lobster based products have increased by 87% while sales of fine dining items such as Chateaubriand and caviar have risen by 112%. Meanwhile, sales of smoked salmon are up by more than 30% and sales of premium garnish have risen by 35%.
In addition, gin sales have increased significantly with a trend for customers favouring premium and artisan gins with sales of some lines increasing as much as 75%.
Chairman Edwin Booth said: “The Christmas Book is a worthwhile investment in print marketing that inspires people to cook at home at Christmas. Browsing through the book makes planning a pleasure; customers can take delight in the anticipation of Christmas feasts. Everyone wants to buy the best at Christmas and our buyers and suppliers have worked hard source some exceptional lines.”
The company said orders for delivery have been particularly strong in Scotland and the North East although orders have come from as far afield as New York, New Zealand and Australia, with expats reserving goods for their return home. The most remote Booths delivery will take place in Kilchoan, Archarale, on the Isle of Bute.
Booth added: “Booths customers rely on us to stock outstanding and good value food and drink. They expect the best from Booths, and this Christmas we will deliver just that, we’re delivering the Good Life.”
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