Matalan promotions helped draw in Christmas shoppers

Matalan has posted an increase in Christmas sales as it benefited from discounting and a surge in online spending.

In the five weeks to 29 December, the budget retailer saw a total revenue increase of 4% to £148m, with stores sales rising 1.6% and online 33.3%. However, full price sales fell 0.5% as it embarked on a promotional blitz.

CEO Jason Hargreaves said: “In the run up to Christmas the market became increasingly distressed, and we benefited from a planned increase in our promotional sales mix.

“We also tactically used our database of 12 million active customers to target exclusive offers and discounts in further support of the trade plan.

“Growing sales over Christmas by 4%, including 33% growth online, without material dilution to our full price position is a testament to the strength and relevance of our offer. Savvy customers again proved that they will always seek out real value.”

In the third quarter, covering the 12 weeks to 24 November, Matalan posted a 4.9% increase in sales to £308.3m.

Full priced sales increased 7.3%, but earnings slipped from £44.9m to £40m. Matalan now expects full year earnings to come in in the range of £100m to £102m, down from the £104.5m last year.

Looking ahead, Hargreaves added: “Although cautious for the year ahead in what we expect to be a very tough market, our approach is clearly working.”