A combination of bargain hunting and a desire to beat the rise in VAT sent people out into the shops in droves - but JO HENWOOD reports there was a slow start to the sales season

Sunday trading laws affected Boxing Day sales this year, according to Chester city retailers, although out-of-town managers were more optimistic.

Managers of stores across the city reported a slow Sunday followed by a rush of shoppers on the Bank Holidays Monday, December 27 and Tuesday, December 28.

Christian Nielsen, manager of Habitat, on Pepper St, said: “Boxing Day was very quiet but trade on December 27 was very good and even better on December 28.”

The store is offering up to 50% off accessories and 20-30% off furniture and lighting.

Bad weather leading up to Christmas meant Primark’s first Christmas in the city was a little disappointing. The store, on Foregate Street, opened in May.

Manager Eryl Edwards said: “The weather has had a significant impact on sales. A lot of our customers come into Chester from North Wales and they couldn’t get here because of the snow.

“The post-Christmas sales got busier as the week went on. We have reductions in every department.”

Nicola Webb, manager of Jack Wills clothing store on Eastgate Street, reported a queue of more than 50 people outside the store on Boxing Day.

“We were busier on the Monday but the sale is only on until January 12 so people came in early to ensure we had their size.”

BHS manager Laura McLachlan was so pleased with the response to the sales on Monday and Tuesday that she is afraid that the store will run out of sale goods.

“The sale has been extremely successful,” she said. “People have taken advantage of reductions in gifts and homeware, like pillows, cushions and luggage, has been really popular. There’s been a real buzz around the store.”

Marks & Spencer stores on Foregate Street did not open on Boxing Day.

Store manager Neil Parnell said: “Since we started our sale on Monday morning, our store has been very busy. We’ve got up to 50 per cent off across the store in the sale and our gift shop and menswear products have been particularly popular with our customers.”

The increase in VAT from 17.5 to 20%, which will hit shoppers on January 4, may explain a promising sale at electrical retailer Currys.

Spokesperson Anina Castle said: “It’s had to say whether the VAT increase has affected shoppers’ decisions but we have had a lot of interest in washing machines, large screen TVs and laptops.”

Boxing Day shoppers didn’t stay away from Cheshire Oaks in Ellesmere Port according to marketing manager Shaun Rhodes, even though trading hours were reduced to five because it was a Sunday.

“It was exceptional,” he said. “Also our sales for Monday, December 27 – Wednesday, December 29 versus the same three days last year were up 24%.

“Cheshire Oaks now has a better line up of stores than ever before and this Christmas and sales period comes at the end of the longest period of sales and footfall growth in our history.

“The ongoing economic situation with the forthcoming VAT and fuel increases means people are more value conscious than ever – but they don’t want to compromise on their favourite brands.”

Diehard bargain hunters started queuing for the Next sale at Broughton Park at 3.30am on Monday, December 27. The store opened at 5am.

Regional centre manager Colin Gilligan said: “There was even a smattering of snow at that time of the morning. When the store opened the queue was about 70 yards long so people must have been determined to grab their bargains.”

Colin added: “Sales have been brisk post-Christmas but it is not going to make up for the rough trading conditions beforehand. The bad weather and people’s shopping habits tending towards online shopping made pre-Christmas tough going.

“The first quarter of 2011 is going to be tough but we will have a late Easter which is always good for business. I am optimistic overall for the year but we will just have to wait and see.”

Shoppers reported long queues for buses on the two top sales days especially on Chester’s Park & Ride service run by First.

Operations director Matt Davies said: “First would like to apologise to anyone who was inconvenienced by queues. As we expected Chester to be busy, we operated a weekday Park and Ride timetable rather than a Sunday timetable.

“However, unlike last year when demand was more evenly spaced throughout the day, large numbers of visitors arrived and departed at exactly the same time and this resulted in some queues forming. We work very closely with the council and local traders in planning Park and Ride service levels and we will review this year’s experience with them to try and ensure that we are better placed to deal with such situations in the future.”