Byline: Sean Poulter Consumer Affairs Editor
CHAMPAGNE and cashmere helped Marks & Spencer to a record-breaking Christmas as a hard-pressed nation sought consolation in a little luxury.
The retail giant defied the big freeze to post a 4 per cent increase in total sales in the 13 weeks up to January 1. It said big-impact promotions helped food sales achieve a record of more than [pounds sterling]50million on December 23.
Remarkably, more was spent on its Louis Chaurey champagne than any food prod-uct in the week before New Year's Eve - beating staples such as bread, milk and tea.
M&S, whose Christmas marketing campaign was fronted by Peter Kay, Twiggy and Dannii Minogue, sold 1.1million bottles in the 13-week period - up 10 per cent on the year before. The chain sold 600,000 cashmere products such as cardigans and jumpers around Christmas.
Sales of cashmere items priced at [pounds sterling]69 or above were up 11 per cent on a year ago.
At the same time, it sold 60,000 Fair Isle knitwear items and 25,000 Fair Isle accessories, no doubt helped by the freezing weather.
Similarly, there was a boom in thermal underwear, including vests and long johns, for both sexes.
Christmas is crucial for M&S, particularly in terms of food. The company, which suffered during the recession, claims it benefited as shoppers made a 'return to quality'.
This year, it sold a record 1.9million turkeys, which includes whole birds, crowns and joints, which was up by 9 per cent on the year before.
There was another record with sales of 3.3million packs of salmon and prawns. M&S serves 21million customers a week from more than 650 UK stores.
Its sales through the internet were up by 25 per cent on a year ago, while the company is planning a major overseas expansion.
City analysts said M&S's perception as being popular among wealthy consumers meant it was in a stronger position as the country enters a tough 2011.
Philip Dorgan, analyst at Altium Securities, said: 'These numbers show that M&S can cope extremely well with difficult trading conditions.' City - Page 64
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