BARGAIN Booze owner Conviviality Retail fought off cut-price competition from supermarkets over Christmas as it boosted sales.

The discount business, which includes shops in Bradford, Shipley, Keighley, Otley, Pudsey, Guiseley. Mirfield and Halifax, said franchise like-for-like sales rose 1.2 per cent in the two weeks to January 4 as trade grew “during the weeks when shoppers would have traditionally visited supermarkets.” Total sales over the period grew 2.6 per cent.

The Cheshire-based firm, which bought rival Wine Rack in 2013, said Christmas trading was a sign of customers shopping more frequently and in smaller amounts from local stores.

It said pre-tax profits lifted almost 47 per cent to £3.2 million in the 26 weeks to October 26 as it closed unprofitable stores and upgraded its flagship Bargain Booze chain and integrated the acquisition of 31 Rhythm and Booze outlets it bought last year.

The business said the strong Christmas period gave the group “confidence” that the second half of the year would deliver further profitable progress.