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Sales storm ahead in Driffield

Sales have rocketed by more than 60 per cent at an East Yorkshire convenience store as locals continue to choose to shop there rather than at larger supermarkets throughout the coronavirus crisis.

Basket spend has increased along with shopper numbers at the 3,000 sq.ft. Hall’s of Driffield Nisa Local store with weekly sales growing dramatically since March.

Sales storm ahead in Driffield store front

Brothers Richard and Russell Hall, who completed a re-fit at the store last year, aspired to increase sales following the investment with a target set at a sales increase of circa 30% per week.

Sales storm ahead in Driffield fresh eggs

Their plan was to make steady progress towards their target, achieving it through the continued development of their range and responding to changing trends and customer demand.

However, since the pandemic took hold in March sales have boomed, growing weekly with the best performing week to date coming at the end of June and weekly sales are now up between 50% and 90% year on year.

Sales storm ahead in Driffield flower display
Sales storm ahead in Driffield stocked chilled fridges

Russell said: “We had been planning for gradual growth but when Covid hit, it just went bang. At first, we expected it to be really busy for two or three weeks, but it has just not slowed down at all. It really has been bonkers with stock coming in every day and literally going straight back out.”

The family store, which first opened in 1995, has seen footfall increase by up to 90 per cent over the past four months with new customers flocking and existing customers spending much more.

The chill range has done especially well with fruit and vegetables as well as protein sales soaring and more than 1,000 cases of bedding plants were also snapped up by shoppers keen to keep busy in their gardens during lockdown.

“We have been extremely busy, and I think that beyond Covid, while it will drop a bit closer to more normal levels, we will retain some of the extra business, said Russell.

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