Increased investment in Christmas promotions helped Nisa Retail report a “positive” Christmas trading period with sales up 2.7% to £235.6m in the 10 weeks to January 1.

The figure excluded My Local, the former Nisa member that filed for administration last summer. Nisa said sales increased 2.2% on a like-for-like basis.

Sales in the 10 weeks to January 3 the previous year were £229.5m with My Local excluded, or up 6.3% to £254.3m with My Local included.

The latest period saw 77 new store wins compared with 54 the previous year, which Nisa said demonstrated the confidence new members had in the overall offer.

Ebitda climbed 38% to £718,000 this time, excluding exceptionals, compared with £520,000 the previous year. Case volumes rose 3.2% from 18.5m to 19.1m this time.

The fresh product range proved a star performer with a 17.7% increase in sales. The “Festive 5” promotional of fresh vegetables saw an overall sales value increase of 75%, including 130% in parsnip sales, 101% in Brussel sprouts and 288% in carrots.

The performance comes hard on the heels of recent contract wins for supply to McColl’s for the 298 new stores it acquired from the Co-op, and Bourne Leisure for supply to its Butlins and Haven stores.

Nick Read, Nisa Retail chief executive, said he was “very pleased” the business had been able to provide significantly greater investment in its promotions this Christmas.

“We believe we have delivered a strong promotional mix to drive sales and footfall in our members’ stores.

“This has been possibly due to the strong momentum the business has now built in its three-year strategy, which has seen Nisa invest in and improve operational efficiencies while also delivering a consistently improving financial position,” he said.