Discount clothing etailer M and M Direct said sales increased in December in a heavily promotional market.
Sales rose 9 per cent during the month compared to a year earlier and surged 55 per cent in the week to December 22.
The company’s chief executive Jonathon Brown told Retail Week magazine that Christmas came 'late and strong' and said the festive period was the most promotionally driven he had ever seen.
'Shopping patterns have changed with online becoming more prevalent. People are now happy to shop all the way to Christmas,' he said.
Despite the discounting, he said he expects profit on an ebitda basis to increase by 20 per cent in the year to February.
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