The Entertainer enjoys record breaking Christmas sales
Toy retailer The Entertainer saw its total sales increase by 12.2% in the run-up to Christmas.
In the five weeks to 27 December, like-for-like sales, including in-store and online, grew by 5.5% year-on-year.
Store like-for-like sales rose by 4.9% while total store sales grew by 10.5%. The biggest day for sales in the stores was 23 December.
Sales at The Entertainer’s online store, TheToyShop.com, surged by 60% as the retailer benefited from a strong Black Friday which was its biggest ever day for sales.
Never Miss a Retail Update!The Entertainer’s click and collect service was also popular with an 81.7% increase in total sales in the five week period. In 2014, click and collect accounted for 35% of total online sales compared to 29% in 2013.
Helped by the continuing Frozen phenomenon, TheToyShop.com sold 3,000 Snow Glow Elsa Dolls in two hours pre-Christmas, at one point selling 40 dolls a minute.
Gary Grant, founder of The Entertainer, said: “We have continued to invest in integrating all channels of our business so we can provide the service our customers demand. We have managed to successfully drive customers to 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.”
He added: “Our customers are recognising our unique position in the market with our wide ranges, great value, outstanding customer service and our convenient locations. With the opening of new stores across the UK throughout 2014 we’ve continued to grow our business and we are set to carry this momentum in to 2015.”
In 2015, The Entertainer plans to open 15 new stores, including its 100th UK store. In addition, the retailer will make its biggest ever single investment with the opening a new distribution centre in Banbury.
The 225,000 square feet warehouse will treble the capacity of the current distribution centre and will create hundreds of new jobs as it grows to operating capacity. The business will also continue to develop its overseas franchise network.
