Middlesbrough store remains optimistic despite gloom

Sep 25 2008 By Evening Gazette

THE retail sector might be looking forward with dread to the traditionally buoyant Christmas trading period, but House of Fraser in Middlesbrough has to take the prize for optimism.

The store opened its Christmas department in mid September in the hope of prising cash out of shoppers before the predicted squeeze on spending kicks in.

So far, it said it had seen a 50% increase in sales compared to the same time last year as a result of combining its Christmas department with its newly opened fourth floor Zest cafe.

"Our Christmas department is normally based on the ground floor but this year we have set up a full blown Christmas theme on the fourthr," said the store’s home manager Ann Laverick.

"The customer flow in there is fantastic, people are coming out of there, seeing the Christmas theme and picking things up.

"Last week was our first complete week of the Christmas theme being set up and we showed an increase of 50% on last year’s figures.

"We are expecting a continued strong growth on last year."

House of Fraser was not the first to launch its Christmas lines. The Coulby Newham outlet for retail card trader, Card Factory, had product on shelf in August. Store manager Simon Holmes said it was "going down well with customers".

According to a national survey from Travelodge, the average family intends to spend around a quarter less on Christmas this year than last at £483.47 - down £108.53.