Sales up 19% as retail invests in advertising and Pandora floor.
Prestons of Bolton enjoyed strong Christmas trading in 2011 with sales up 19% on the previous year’s figures.
The figures made the month before Christmas 2011 a record December for the jewellery and watch retailer.
Diamond engagement rings proved to be a strong seller throughout December with sales also up 19%, while sales of Pandora jewellery proved to be “greater than expected” thanks to the new floor dedicated to the brand that opened in November.
The retailer also invested in a TV ad campaign, which you can watch below, in the run-up to Christmas on ITV Granada, plus advertising on local radio and in local press.
Prestons of Bolton group managing director Karl Massey said that the investments made by the business in advertsing and the opening of the Pandora floor paid off and added that he was “highly delighted with the increase in sales in what was undoubtedly a tough trading climate”.
Speaking of its festive TV campaign, Massey added: “In the 1970s and 1980s, customers came to Bolton from far and wide, and through our distinctive TV advertising campaigns over the past two years are seeing that happen again.”